![]() Thus, it is useful toexplore whether the existence of subliminal/unconscious perception negatethe role of the I-function. It is generallyassumed that that conscious perception of a stimulus is necessary in orderto act on that stimulus, and this conscious decision to act is one ofseveral processes which characterize the I-function. Thepossibility that an individual can acquire and act on input without beingaware of doing so has implications for the study of consciousness and thelarger set of processes which characterize the I-function. Subliminal or unconscious perception refers to the idea that stimulipresented below the threshold for conscious awareness can influence anindividual's thoughts, feelings, or actions (2). In fact, although the use of subliminal messages isgenerally considered a foolish and invalid practice, the more generalphenomenon of subliminal/unconscious perception deserves to be reevaluatedin light of current debates surrounding the nature of consciousness. Although no experiment involving subliminal messageshas ever replicated the success which Vicary claimed to have achieved and,in fact, Vicary later admitted that it had been no more than a marketinggimmick, the possibility of subliminal or unconscious perception has notbeen dismissed. Vicary claimed that his subliminalmessages resulted in a significant increase in sales of popcorn and coke (1). Vicaryhad allegedly tested his technique by altering movies so that messagesurging viewers to "Eat Popcorn" and to "Drink Coke" were displayed atregular intervals throughout the film for such brief durations that theycould not be consciously perceived. JamesVicary, one of the market researchers and entrepreneurs profiled inPackard's book, claimed to have developed a machine capable of flashingsuch unnoticeable, "subliminal messages" within big screen movies. ![]() Not only wereadvertisers becomingly increasingly adept at developing campaigns, pitches,and slogans to send specific messages to targeted consumer populations, butsome had gone so far as to suggest that such messages could be effectiveeven if they were presented below the level of conscious awareness. ![]() Packard was convinced - perhapsrightly so - that advertisers were "professional persuaders" whosemarketing techniques were deceptive and overly manipulative. Typically these efforts take place beneath ourlevel of awareness so that the appeals which move us are often, in asense, hidden" (1). Unconscious Processing: Subliminal Perception, Neuropsychology,and the I-Function Lauren HellewIn his 1957 book The Hidden Persuaders, Vance Packard warned the Americanpublic that "Large-scale efforts are being made, often with impressivesuccess, to channel our unthinking habits, our purchasing decisions, andour thought processes. Unconscious Processing: Subliminal Perception,Neuropsychology, and the I-Function Biology 202
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