The hidden persuaders break into the tired brain

C. Bermeitinger, R. Goelz, N. Johr, M. Neumann, Ullrich Ecker, R. Doerr

Research output: Contribution to journalArticle

31 Citations (Scopus)

Abstract

There is a long-lasting debate on whether subliminal advertising actually works. In this context there aresome studies suggesting that subjects’ motivation is a crucial point. Karremans et al. [Karremans, J. C.,Stroebe, W., & Claus, J. (2006). Beyond Vicary’s fantasies: The impact of subliminal priming and brandchoice. Journal of Experimental Social Psychology, 42, 792–798] showed that subjects were influenced intheir intention to drink a specific brand of soft drink by a subliminally presented brand prime, but onlyif they were thirsty. In the present study, we adapted their paradigm to the concept of ‘concentration’ andembedded the subliminal presentation of a brand logo into a computer game. Actual subsequent consumptionof dextrose pills (of the presented or a not presented brand) was measured dependent onthe level of participants’ tiredness and the subliminally presented logo. We found the same pattern asKarremans et al. (2006): only tired participants consumed more of the subliminally presented than thenot presented brand. Therefore, the findings confirm that subjects are influenced by subliminally presentedstimuli if these stimuli are need-related and if subjects are in the matching motivational state. 2008 Elsevier Inc. All rights reserved.
Original languageEnglish
Pages (from-to)320-326
JournalJournal of Experimental Social Psychology
Volume45
Issue number2
DOIs
Publication statusPublished - 2009

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Experimental Psychology
Carbonated Beverages
Video Games
Social Psychology
Fantasy
Motivation
brain
Glucose
Brain
experimental psychology
social psychology
computer game
stimulus
paradigm

Cite this

Bermeitinger, C. ; Goelz, R. ; Johr, N. ; Neumann, M. ; Ecker, Ullrich ; Doerr, R. / The hidden persuaders break into the tired brain. In: Journal of Experimental Social Psychology. 2009 ; Vol. 45, No. 2. pp. 320-326.
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Bermeitinger, C, Goelz, R, Johr, N, Neumann, M, Ecker, U & Doerr, R 2009, 'The hidden persuaders break into the tired brain' Journal of Experimental Social Psychology, vol. 45, no. 2, pp. 320-326. https://doi.org/10.1016/j.jesp.2008.10.001

The hidden persuaders break into the tired brain. / Bermeitinger, C.; Goelz, R.; Johr, N.; Neumann, M.; Ecker, Ullrich; Doerr, R.

In: Journal of Experimental Social Psychology, Vol. 45, No. 2, 2009, p. 320-326.

Research output: Contribution to journalArticle

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