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1

Mechanisms of subliminal response priming

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Kiesel A., Kunde W., Hoffmann J.

Advances in Cognitive Psychology

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2007

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vol. 3

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issue 1-2

307-315

EN

Subliminal response priming has been considered to operate on several stages, e.g. perceptual, central or motor stages might be affected. While primes' impact on target perception has been clearly demonstrated, semantic response priming recently has been thrown into doubt (e.g. Klinger, Burton, & Pitts, 2000). Finally, LRP studies have revealed that subliminal primes evoke motor processes. Yet, the premises for such prime-evoked motor activation are not settled. A transfer of priming to stimuli that have never been presented as targets appears particularly interesting because it suggests a level of processing that goes beyond a reactivation of previously acquired S-R links. Yet, such transfer has not always withstood empirical testing. To account for these contradictory results, we proposed a two-process model (Kunde, Kiesel, & Hoffmann, 2003): First, participants build up expectations regarding imperative stimuli for the required responses according to experience and/or instructions. Second, stimuli that match these "action triggers" directly activate the corresponding motor responses irrespective of their conscious identification. In line with these assumptions, recent studies revealed that non-target primes induce priming when they fit the current task intentions and when they are expected in the experimental setting.

2

What determines the direction of subliminal priming

100%

Jaśkowski P., Verleger R.

Advances in Cognitive Psychology

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2007

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vol. 3

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issue 1-2

181-192

EN

Masked stimuli (primes) can affect the preparation of a motor response to subsequently presented target stimuli. Reactions to the target can be facilitated (straight priming) or inhibited (inverse priming) when preceded by a compatible prime (calling for the same response) and also when preceded by an incompatible prime. Several hypotheses are currently under debate. These are the self-inhibition (SI) hypothesis, the object-updating (OU) hypothesis, and mask-triggered inhibition (MTI) hypothesis. All assume that the initial activation of the motor response is elicited by the prime according to its identity. This activation inevitably leads to straight priming in some cases and the mechanisms involved are undisputed. The hypotheses differ, however, as to why inverse priming occurs. The self-inhibition (SI) hypothesis assumes that the motor activation elicited by a prime is automatically followed by an inhibition phase, leading to inverse priming if three conditions are fulfilled: perceptual evidence for the prime has to be sufficiently strong, it has to be immediately removed by the mask, and the delay between the prime and target has to be long enough for inhibition to become effective. The object-updating (OU) hypothesis assumes that inverse priming is triggered by the mask, provided that it contains features calling for the alternative response (i.e. the one contrasting with the response induced by the prime). The MTI hypothesis assumes that the inhibitory phase is triggered by each successive stimulus which does not support the perceptual hypothesis provided by the prime. Based mostly on our own experiments, we argue that (1) attempts to manipulate the three factors required by the SI hypothesis imply changes of other variables and that (2) indeed, other variables seem to affect priming: prime-mask perceptual interaction and temporal position of the mask. These observations are in favor of the MTI hypothesis. A limiting factor for all three hypotheses is that inverse priming is larger for arrows than for other shapes, making it doubtful as to what extent the majority of studies on inverse priming, due to their use of arrows, can be generalized to other stimuli.

3

Reklama podprogowa jako narzędzie perswazji w komunikacji marketingowej

63%

Wójcik P.

Marketing i Rynek

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2022

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issue 3

3-9

EN

For many years, subliminal advertising has aroused a lot of controversy in the community of researchers dealing with this phenomenon. As it turned out that the results of the first study on the operation of subliminal advertising were probably falsified, there were doubts as to whether this form of advertising could be effective at all. A break through for this type of opinion was research on subliminal priming, which showed that the presentation of a subliminal stimulus can have an impact on the cognitive and affective system of a human. Over the past 20 years, an increase in interest in the effects of subliminal persuasion has been observed, which is reflected in the growing number of publications devoted to research on this phenomenon. It turns out that the effects of exposure to subliminal stimuli can be observed not only in relations to consumer behavior, but thanks to the methods used in research on the functioning of the brain, the action of such stimuli is also recorded at the level of changes in brain wave activity. The article reviews research on the effects of subliminal stimuli, the results of which can be used in marketing communication.

PL

Reklama podprogowa przez szereg lat wzbudzała wiele kontrowersji w środowisku badaczy zajmujących się tym zjawiskiem. Ponieważ okazało się, że wyniki pierwszego badania dotyczącego działania reklamy podprogowej zostały prawdopodobnie sfałszowane, pojawiły się wątpliwości, czy taka forma reklamy w ogóle może być skuteczna. Przełomowe dla tego rodzaju opinii okazały się badania nad tzw. podprogowym torowaniem, które pokazały, że prezentacja bodźca podprogowego może mieć wpływ na system poznawczy i afektywny człowieka. W ostatnich latach obserwuje się wzrost zainteresowania efektami perswazji podprogowej, czego przejawem jest m.in. rosnąca liczba publikacji poświęconych badaniom tego zjawiska. Okazuje się, że efekty ekspozycji bodźców podprogowych można zaobserwować nie tylko w odniesieniu do zachowań konsumentów, ale dzięki metodom wykorzystywanym w badaniach funkcjonowania mózgu działanie takich bodźców jest rejestrowane również na poziomie zmian aktywności fal mózgowych. W artykule dokonano przeglądu badań dotyczących efektów działania bodźców podprogowych, których wyniki mogą być wykorzystywane w komunikacji marketingowej.

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2 Advances in Cognitive Psychology

1 Marketing i Rynek

1 Hoffmann J.

1 Jaśkowski P.

1 Kiesel A.

1 Kunde W.

1 Verleger R.

1 Wójcik P.

1 2022

2 2007

Mechanisms of subliminal response priming

What determines the direction of subliminal priming

Reklama podprogowa jako narzędzie perswazji w komunikacji marketingowej