In 1957, James Vicary proclaimed that a movie theater in Fort Lee, NJ was broadcasting subliminal messages to viewers. More specifically, he claimed that ads flashing for 0.03 seconds for Coca-Cola and popcorn had led to an increase in sales for those items in the weeks following. As a result, the CIA subsequently banned anything that came remotely close to subliminal advertising. However, when challenged to replicate the results of this study, Vicary failed to do so, and had been deemed a hoax for decades.
Courtesy of featuresblogs.chicagotribune.com
Although the real results of Vicary’s study remained inconclusive, more recent work has suggested that things for which we are not fully aware can indeed influence our behavior. For example, a series of studies on “nonconscious influences” has suggested that stimuli that are too fast or otherwise weak for our sensory organs to consciously perceive may nevertheless still have a powerful effect on our thoughts and behavior. In one study in particular, researchers exposed some study participants to either an Apple logo or an IBM logo by flashing it in front of them on a screen for 2 miliseconds, below the point of conscious perception. Later, when asked to come up for uses for a brick (as a creativity assessment), the researchers found that participants who had been primed with the Apple computer logo were much more creative than those primed with the IBM logo. They reasoned that this happened because of the association between the Apple brand and creativity.
In addition to this study, there have been many other instances in which individuals’ behavior was shaped by stimuli with which they were nonconsciously primed with (and instead of providing the details of each of these studies here, googling “nonconscious influences” will lead you to find much of them). While the implications of all these findings are endless, I believe it is important to consider the consequences that nonconscious influences can have on our (and especially our students’) behavior. In a previous post, I noted how the average American is exposed to roughly 5,000 advertisements in a single day.
If the research findings in the nonconscious influence area have any merit, it’s easy to imagine the potential effects this can have. Although we try to teach our students well, we are also competing with 5,000 other stimuli they are exposed to, a majority of which they are not even aware they are perceiving. Perhaps it not our students’ fault when we get writing assignments that we deem to be “too dry” and uncreative. They may have been written on an IBM computer.
Although the issue of nonconscious influences may be a hugely complex phenomenon, I have often asked myself the question of whether there is something that I can learn from all this research, and use it to ultimately help my students in their academic endeavors. Ideally, I would love to have pictures of the Apple logo in every classroom I teach, but that doesn’t seem too reasonable or feasible, or even ethically sound. Additionally, if we educate students about the possibility of nonconscious influences on their behavior, is it even remotely likely that anything would change? And if so, what do we tell them short of cutting themselves off from all media? Thus, I invite others to provide their thoughts on this issue.

















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