Effect of Subliminal Stimuli on Consumer Behavior: Negative Evidence

Abstract

The study corrected methodological weaknesses found in previous experiments designed to test the contentions of motivational research theorists that subliminal stimulation can affect buying behavior. The words “Hershey's Chocolate” were presented to a group of 18 experimental Ss below a forced-choice detection threshold. The 19 control Ss had a blank slide superimposed over the same background media. In a highly controlled buying situation neither experimental nor control Ss purchased Hershey's products, but on comparable chocolate products, the experimental Ss bought 5 and the control Ss, 3. A second study tested 15 experimental and 12 control Ss with the stimulus presented just below a recognition threshold. No experimental Ss bought Hershey's; two control Ss did. No support was found for the claims of motivational research theorists.