 Today › Turn in missing/late work (from before test) › Turn in leftover multi-passes (extra credit) › Finalize grades (extra credit, participation)  100 points  -5 points (cell/tardies)  -10 points (unexcused absences) › Consciousness/Subliminal Messages  Thursday › The Psychology of Fear › Mask Fees $3  Tuesday › Sleep/Dream Myths › Return to packets from sub

 Below “absolute threshold” › Smallest amount of a stimulus that a person can detect Examples:  Sight: A candle flame at 30 miles away  Sound: A watch ticking 20 feet away

 Sights & sounds presented so briefly or faintly that we fail to perceive them.  Presented BELOW our absolute threshold of sensory awareness.  But can these feeble stimuli influence our behavior?

 YOuQGEp0 YOuQGEp0  Subliminal Messages, Puzzles, Illusions, Brain Teasers.mht Subliminal Messages, Puzzles, Illusions, Brain Teasers.mht  Advertising: Corporate logos  Widespread belief that these messages work!

 More: › logos-in-graphic-designing/ logos-in-graphic-designing/

 Claim #1 : your brain understands complex meanings of phrases presented at WEAK levels  Claim #2 : Subliminal stimuli worm their way into your unconsciousness

 Accepts that much of our mental processing goes on OUTSIDE our immediate awareness.  Serial vs. Parallel processing

Conscious & unconscious work together Serial Processing (CONSCIOUS) : controlled › Step by step (one completed, go to the next) › New chess players take one move at a time. Parallel Processing (UNCONSCIOUS): automatic › Processing many different stimuli simultaneously › Experienced chess players, planning moves in advance

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 New experiences require MORE conscious attention  Behaviors can become automatic with practice.  What can you do without your conscious attention?

 Daydreaming  Getting “lost” in a good › Book › TV Show › Conversation  “Highway hypnosis”

 These examples are different from the “non-conscious” processing proposed by proponents.  Holdovers from Freudian view of the mind.

 Unconscious : Primitive, primarily sexual, urges Operate outside of our awareness Influences our behavior

 James Vicary  Subliminal advertising  “Drink Coca-Cola,” “Hungry? Eat Popcorn” flashed 1/3,000 of a second  Reported that sales increased  1962, Vicary admitted he lied

 Subliminal Seduction (1973) Wilson Brian Key › Advertisers using sexual images › Warned that single exposure could affect consumers 1 week later! › No real evidence

 U.S. Federal Communications Commission (FCC) › Found no evidence › But declared it “contrary to public interest”

 Nationwide test  Viewers informed  Subliminally flashed “phone now” (352 times during program)  Phone usage did NOT increase  A few called in to say they felt hungrier and thirstier!!  Still NO evidence!

 Backmasking  Judas Priest (heavy metal rock band)  Encouraged suicidal behavior or subvert morality of teens  Queen; Another One Bites the Dust › Subliminal Messages, Puzzles, Illusions, Brain Teasers.mht Subliminal Messages, Puzzles, Illusions, Brain Teasers.mht

 Today › Finalize Psychology of Fear › Finalize Myth #6 › Turn in Fear Notes, Pop-up Posters, Notes #6 › Check Mask Fees › Remind about Remind    FULL NAME  Thursday › Myth #7 – Sleep and Dreams › New Seats

 Controlled test  Participants given subtle suggestions as to what they were going to hear, perceived nonexistent messages in backward messages.

 Your background, experiences, & expectations influence what you perceive.

 Short-lived and modest subliminal effects  Experiment: › Flash “priming” words or pictures briefly › Observers unaware › Speed & accuracy increases when asked to identify a later stimulus

 Present subject with word stem “gui_ _”  Ask her to form a complete word (“guide” and “guile” are options)  Subliminally flash “direct,” “lead,” “escort”, probability  for “guide”  Flash “deceit,” “treachery,” & “duplicity”,  for “guile”

 Desire for quick fixes – sell products  Word of mouth  Media Portrayals  Debunked! › No replicable evidence that subliminal messages can affect your behavior! › All they might do (and you have to SEE the light) is prime you!