Indeed, meta-analysis clearly demonstrates very strong statistical support for this modality of care. Contrary to popular opinion, the literature and evidence supporting subliminal information theory is robust. Where there remains some controversy over the extent or nature of the behavior that can be influenced by subliminal messages, there is little doubt that properly presented subliminal information is processed, retained, and acted upon. Some research suggests such information is even prioritized over other forms of information processing. Subliminal information theory proposes that information is not only processed without awareness, but that it is also acted upon without awareness. Although field research is more tentative, with definitional and control problems that need to be solved, a sufficient body of evidence points to the following position: Advertising can affect a consumer’s attitudes and behavior without the individual’s conscious processing of the ad. Much remains unknown, however, including the generalizability of these effects. A thorough review of laboratory-type research on subliminal stimuli, perception, and influence - an area still enmeshed in controversy - suggests four conservative conclusions: (1) Subliminal perception exists, (2) subliminal stimuli can influence cognition, demonstrated in particular by the link between mere exposure and liking in social influence research, especially when the stimulus is subliminal, (3) subliminal stimuli can influence behavior both indirectly and directly, at least in some situations, and (4) as is the case with other forms of influence, including those such as persuasion that intend to offer conscious choice, subliminal influence works best when it resonates with an individual’s consciously or subconsciously held predispositions.
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