“What we see indicates that unconscious cognition is capable of only simple mental operations compared to the powers of conscious thought,” said Greenwald. The techniques, developed by a UW research team headed by psychology professor Anthony Greenwald, provide the clearest window yet into the operation of the unconscious mind. Ever since a New York motivational researcher claimed 40 years ago that he could persuade drive-in theater patrons to purchase popcorn and Coca-Cola with “hidden” visual messages, psychologists have been searching for reproducible evidence that subliminal visual messages can influence human behavior, thought processes and decision-making.įinding such evidence has proven elusive, but researchers from the University of Washington, writing in tomorrow’s issue of the journal Science, report that they have developed the first reproducible method demonstrating that subliminal messages do affect human cognition.
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