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Module 1.6a

®
AP Science Practice Developing Arguments

Subliminal Sensation and Subliminal Persuasion
We can be affected by subliminal sensations — stimuli so
weak that we don’t consciously notice them. So, we can be primed,
but can we be persuaded
Researchers use priming to activate unconscious associations. by subliminal stimuli, for
example to lose weight,
Participant views slides of people and BUT stop smoking, or improve
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offers either favorable or unfavorable an instant before each slide appears, our memory?
ratings of each person. the trickster researcher subliminally
ashes another image — either
pleasant (for example, kittens), or
unpleasant (for example, a
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werewolf).

or

Quiz

Participants Audio and video messages
consciously perceive subliminally (without recipients’
these images only as
ashes of light. conscious awareness)
announce:

“I am thin,”
Will participants’ ratings of the faces be affected? “Cigarette smoke tastes bad,”
and
Yes! 1 “I do well on tests. I have total
recall of information.”

Results from 16 experiments 3
showed no powerful, enduring
in uence on behavior. Not
More favorable ratings of people More unfavorable ratings of people one of the recordings helped
more than a placebo, which
Our two-track mind: Priming happens even though the viewer’s brain does not have works only because we
time to consciously perceive the ashed images. We may evaluate a stimulus even believe it will.
when we are not consciously aware of it. 2

1. Krosnick et al., 1992. 2. Ferguson & Zayas, 2009. 3. Greenwald et al., 1991, 1992.
Developing Arguments Questions
1. Describe the empirical approach that utilizes scientifically derived 3. Use the scientifically priming the activation, often
.
evidence. (Need a review? Consult Unit 0 ) derived evidence presented unconsciously, of certain
here to explain why subliminal
2. Explain how the scientifically derived evidence presented here either associations, thus predisposing
supports or refutes subliminal priming. persuasion is ineffective. one’s perception, memory, or
response.
1. Krosnick et al., 1992. 2. Ferguson & Zayas, 2009. 3. Greenwald et al., 1991, 1992.

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