Abstract

Research on perception without awareness has provoked strong emotional responses from individuals within and outside the scientific community, due in part to the perceived potential for abuse of subliminal techniques. In this paper, four basic issues regarding the use of subliminal techniques for propaganda purposes are discussed: whether exposure to subliminal stimuli can produce significant, predictable changes in affect, cognition and behavior; whether these effects are robust and powerful enough to make the use of subliminal techniques for propaganda purposes feasible; whether the effects of subliminal stimulation are stable over time; and whether subliminal influences can be resisted by unwilling subjects. Research suggests that exposure to simple drive-or affect-related subliminal stimuli can produce ecologically significant, temporally stable changes in attitudes and behavior, and therefore may have potential for use as propaganda tools. Implications of these findings for our understanding of the mechanisms underlying subliminal perception are discussed. Technical problems which would need to be addressed before subliminal propaganda techniques could be employed are also discussed. Ethical issues raised by the use of covert attitude and behavior manipulation techniques are addressed