The influence of subliminal priming (behavior outside of awareness) in humans is an interesting phenomenon and its understanding is crucial as it can impact behavior, choices, and actions. Given this, research about the impact of priming continues to be an area of investigative interest, and this paper provides a technical overview of research design strengths and issues in subliminal priming research. Efficient experiments and protocols, as well as associated electroencephalographic and eye movement data analyses, are discussed in detail. We highlight the strengths and weaknesses of different priming experiments that have measured affective (emotional) and cognitive responses. Finally, very recent approaches and findings are described to summarize and emphasize state-of-the-art methods and potential future directions in research marketing and other commercial applications.
The purpose of the study is to examine the effect of subliminal priming in terms of the perception of images influenced by words with positive, negative, and neutral emotional content, through electroencephalograms (EEGs). Participants were instructed to rate how much they like the stimuli images, on a 7-point Likert scale, after being subliminally exposed to masked lexical prime words that exhibit positive, negative, and neutral connotations with respect to the images. Simultaneously, the EEGs were recorded. Statistical tests such as repeated measures ANOVAs and two-tailed paired-samples t-tests were performed to measure significant differences in the likability ratings among the three prime affect types; the results showed a strong shift in the likeness judgment for the images in the positively primed condition compared to the other two. The acquired EEGs were examined to assess the difference in brain activity associated with the three different conditions. The consistent results obtained confirmed the overall priming effect on participants’ explicit ratings. In addition, machine learning algorithms such as support vector machines (SVMs), and AdaBoost classifiers were applied to infer the prime affect type from the ERPs. The highest classification rates of 95.0% and 70.0% obtained respectively for average-trial binary classifier and average-trial multi-class further emphasize that the ERPs encode information about the different kinds of primes.
The research presented in this article investigates the influence of subliminal prime words on peoples' judgment about images, through electroencephalograms (EEGs). In this cross domain priming paradigm, the participants are asked to rate how much they like the stimulus images, on a 7-point Likert scale, after being subliminally exposed to masked lexical prime words, with EEG recorded simultaneously. Statistical analysis tools are used to analyze the effect of priming on behavior, and machine learning techniques to infer the primes from EEGs. The experiment reveals strong effects of subliminal priming on the participants' explicit rating of images. The subjective judgment affected by the priming makes visible change in event-related potentials (ERPs); results show larger ERP amplitude for the negative primes compared with positive and neutral primes. In addition, Support Vector Machine (SVM) based classifiers are proposed to infer the prime types from the average ERPs, which yields a classification rate of 70%.
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