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Module 1.6a

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AP Science Practice Developing Arguments CONNECT 1.6-2
Subliminal Sensation and Subliminal Persuasion Point out to students that, although
We can be affected by subliminal sensations — stimuli so subliminal advertising does not work,
weak that we don’t consciously notice them. So, we can be primed, priming does. If we are exposed to
but can we be persuaded
Researchers use priming to activate unconscious associations. by subliminal stimuli, for stimuli about a specific subject, we are
example to lose weight,
Participant views slides of people and BUT stop smoking, or improve more likely to recognize information
offers either favorable or unfavorable an instant before each slide appears, our memory? about that subject in the environment.
ratings of each person. the trickster researcher subliminally
ashes another image — either This phenomenon is related to context
pleasant (for example, kittens), or
unpleasant (for example, a effects, which are discussed in more
werewolf).
detail in Module 2.1a.

or PRACTICE
Distributed by Bedford, Freeman & Worth Publishers. Not for redistribution.
Argumentation (SP 4)
Quiz
(Out of class) The “Developing
Arguments Questions” included
Participants Audio and video messages
consciously perceive here are designed to enhance stu-
these images only as subliminally (without recipients’
ashes of light. conscious awareness) dents’ argumentation skills, which
announce:
®
will be assessed on the AP exam.
“I am thin,”
Will participants’ ratings of the faces be affected? “Cigarette smoke tastes bad,” Students should be able to identify
and the reasoning behind claims and
Yes! 1 “I do well on tests. I have total
recall of information.” use scientifically derived evidence to
support or refute conclusions. Con-
sider assigning these questions to
Results from 16 experiments 3
showed no powerful, enduring your students as homework or turn-
in uence on behavior. Not ing them into a writing assignment.
More unfavorable ratings of people
More favorable ratings of people Copyright © Bedford, Freeman & Worth Publishers.
one of the recordings helped
more than a placebo, which
Our two-track mind: Priming happens even though the viewer’s brain does not have works only because we
time to consciously perceive the ashed images. We may evaluate a stimulus even believe it will.
when we are not consciously aware of it. 2
ASSESS
1. Krosnick et al., 1992. 2. Ferguson & Zayas, 2009. 3. Greenwald et al., 1991, 1992.
Developing Arguments Questions
1. Describe the empirical approach that utilizes scientifically derived 3. Use the scientifically priming the activation, often Answers to Developing
evidence. (Need a review? Consult Unit 0 ) . derived evidence presented unconsciously, of certain Arguments Questions
2. Explain how the scientifically derived evidence presented here either here to explain why subliminal associations, thus predisposing
supports or refutes subliminal priming. persuasion is ineffective. one’s perception, memory, or 1. The empirical approach is an
response.
evidence-based method that
1. Krosnick et al., 1992. 2. Ferguson & Zayas, 2009. 3. Greenwald et al., 1991, 1992.
draws on observation and
Sensation: Basic Concepts Module 1.6a 119 experimentation when making
claims.
2. We can be primed even when
our brain does not have time
TEACH 1.6-2
03_myersAPpsychology4e_28116_ch01_002_163.indd 119 captured the nation’s imagination in films
15/12/23 9:25 AM
such as The Manchurian Candidate. to consciously perceive it. This
Enrichment was demonstrated in the study
• Many of the popular articles fail to report
Share with students that Anthony Pratkanis scientific evidence that is critical of claims in which participants rated a
identified the following factors that contribute for subliminal persuasion. face less favorably following
to the public’s beliefs regarding subliminal an imperceptible flash of an
influence: • Belief in subliminal persuasion may serve unpleasant picture, and more
a need for many individuals. It takes on favorably when flashed a pleasant
• Popular accounts of subliminal influence a supernatural “the devil made me do it” picture.
appeal to the “pop” psychology of the day. quality, capable of explaining why Americans
• Popular accounts link subliminal influence engage in irrational consumer behavior. 3. Results from multiple experiments
using subliminal audio and video
to the issue of the day. Subliminal messages showed no powerful,
influence first emerged as a national Information from Pratkanis, A. (1990, August). Subliminal enduring influence on behavior.
concern after the Korean War, when sorcery then and now: Who is seducing whom? Paper None of the recordings helped
brainwashing and hypnotic suggestion presented at the 98th annual convention of the American
Psychological Association, Boston, MA. more than a placebo.

Sensation: Basic Concepts Module 1.6a 119

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