Subliminal Stimuli in Television

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Published Oct 25, 2016

Subliminal stimuli, contrary to supraliminal stimuli or "above threshold", are any sensory stimuli below an individual's threshold for conscious perception. A recent review of functional magnetic resonance imaging (fMRI) studies shows that subliminal stimuli activate specific regions of the brain despite participants being unaware. Visual stimuli may be quickly flashed before an individual can process them, or flashed and then masked, thereby interrupting the processing. Audio stimuli may be played below audible volumes or masked by other stimuli.
Effectiveness:
Applications often base themselves on the persuasiveness of the message. Importantly, research on action priming has shown that subliminal stimuli can trigger only those actions that one plans to perform anyway: an action can be triggered subliminally only if the person already has the specific intention to perform this specific action. The following sections have more information on specific studies in which the effectiveness of subliminal stimuli are investigated.
Direct and Indirect measures:
Perception without awareness can be demonstrated through the comparison of direct and indirect measures of perception. Direct measures use responses to task definitions as per the explicit instructions given to the subjects. Indirect measures use responses that are not a part of the task definition given to subjects. Both direct and indirect measures are displayed under comparable conditions except for the direct or indirect instruction. For example, in a typical Stroop Task, subjects are given the task of naming the color of a patch of ink. A direct measure is 'accuracy' — true to the instructions given to the participants. The popular indirect measure used in the same task is 'response time' — subjects are not told that they are being measured for response times.

Similarly, a direct effect is the effect of a task stimulus on the instructed response to that stimulus, usually measured as accuracy. An indirect effect is an uninstructed effect of the task stimulus on behavior, sometimes measured by including an irrelevant or distracting component in the task stimulus and measuring its effect on accuracy. These effects are then compared on their relative sensitivity: an indirect effect that is greater than direct effect indicates existence of unconscious cognition.

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Subliminal Stimuli in Television - Walt Disney

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