( source) The problem is, even this was a lie. The experiment NEVER TOOK PLACE Vicary just had lied and fabricated the results. In a 1962 Advertising Age interview, Vicary admitted that the original study was “a gimmick” and that the amount of data was “too small to be meaningful”. Problem is: Vicary faked the research actually. At the time the findings caused somewhat of a hysteria, further research started to be done into the influence of subliminal messages, and they were soon banned from being used within advertisements.” ( source) These figures suprised even Vicary himself. Results were taken by comparing the current 6 weeks sales of Coca Cola and popcorn to sales figures from the previous 6 weeks. The messages were text based subliminal messages and were displayed much faster than the human eye can see – they flashed on the screen for 3/1000s of 1 second – and they were displayed once every 5 seconds. While the patrons watched a movie (called Picnic) Vicary displayed 2 subliminal messages – on stating “Eat Popcorn” and another stating “Drink Coca-Cola”. He used a movie theatre in Fotr Lee, New Jersey, and over a 6 week period he tested subliminal messaging on over 45,000 movie goers. “In 1957 Vicary conducted his research in to subliminal messaging. Everybody knows the story about an experiment about Coca Cola and popcorn. In the book by Lilienfeld et al one of the 50 myths in popular psychology they tackle is the effect of subliminal messages.
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