Subliminal advertising and the psychology of processing unconscious stimuli: A review of research


  • Kathryn T. Theus

    1. Assistant Professor, Department of Communication, School of Communication, Information, and Library Studies, Rutgers University, 4 Huntington St., New Brunswick, NJ 08903
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This article reviews progress to date on research on the effects of subliminal stimulation on subject populations and potential applications to persuasive communications. Three areas of inquiry covered in the literature include psychological, physiological, and behavioral (choice) responses, the last of which is of particular interest to advertising and marketing specialists. The article identifies several fruitful areas for continued research and experimentation, especially in areas of social marketing research. © 1994 John Wiley & Sons, Inc.