Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Concept Videos

Subliminal Perception01:15

Subliminal Perception

644
Subliminal perception refers to the processing of sensory information that occurs below the level of conscious awareness. Researchers study subliminal perception by presenting a stimulus, such as a word or image, very quickly, typically around 50 milliseconds. This rapid presentation is often followed by another stimulus, such as a pattern of dots or lines, which blocks further mental processing of the initial stimulus. As a result, if participants cannot identify the initial stimulus better...
644
Causes of Similarity-Dissimilarity Effect01:26

Causes of Similarity-Dissimilarity Effect

203
The similarity-dissimilarity effect, a fundamental concept in social psychology, explains how interpersonal similarities and differences influence attraction and social interactions. This effect is supported by three key psychological perspectives: balance theory, social comparison theory, and consensual validation.Balance Theory and Cognitive ConsistencyBalance theory, developed by Fritz Heider, posits that individuals seek cognitive consistency in their relationships. When two people share...
203
Stereotypes, Prejudice, and Discrimination02:55

Stereotypes, Prejudice, and Discrimination

94.6K
Humans are very diverse and although we share many similarities, we also have many differences. The social groups we belong to help form our identities (Tajfel, 1974). These differences may be difficult for some people to reconcile, which may lead to prejudice toward people who are different. Prejudice is a negative attitude and feeling toward an individual based solely on one’s membership in a particular social group (Allport, 1954; Brown, 2010). Prejudice is common against people who...
94.6K
Dissociative Disorders01:27

Dissociative Disorders

377
Dissociative disorders represent complex psychological conditions characterized by disruptions in consciousness, memory, identity, or perception. These disruptions cause individuals to experience a disconnection from their thoughts, emotions, and memories. The phenomenon is not merely an occasional lapse in attention but a profound alteration in mental functioning that can severely impact daily life.
Dissociative Fugue
A hallmark feature of dissociative disorders is the dissociative fugue...
377
Implicit Memories01:24

Implicit Memories

378
Implicit memories, also known as non-declarative memories, are long-term memories that function outside of conscious awareness. These memories influence behavior and skills without explicit knowledge. This type of memory is evident in tasks like playing tennis, snowboarding, and texting. Implicit memory has three subsystems: procedural memory, conditioning, and priming. This type of memory is essential in various activities, from everyday tasks to specialized skills.
One key aspect of implicit...
378
Subconsciousness and No Awareness01:15

Subconsciousness and No Awareness

575
The concept of subconscious awareness refers to the processing of information below the level of conscious thought, which significantly influences both behaviors and decisions. It is also known as waking subconscious awareness. This complex level of cognition operates without the direct awareness of the individual, facilitating rapid and simultaneous handling of multiple information streams.
An illustrative example of subconscious processing is its role in problem-solving. Often, individuals...
575

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

Effects of self-administered binaural beats on meditative and introspective states.

PloS one·2026
Same author

Comparing delayed matching to sample with three variations of the training-IRAP for establishing derived relations.

Journal of the experimental analysis of behavior·2026
Same author

Intra-group differences in skin tone influence evaluative and perceptual face processing.

PloS one·2024
Same author

Disentangling affect from self-esteem using subliminal conditioning.

Behavioural processes·2023
Same author

Valence generalization across nonrecurring structures.

Journal of experimental psychology. Animal learning and cognition·2022
Same author

Augmenting salivation, but not evaluations, through subliminal conditioning of eating-related words.

Behavioural processes·2021

Related Experiment Video

Updated: Dec 28, 2025

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance
13:20

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance

Published on: December 5, 2025

364

Dissociating preferences from evaluations following subliminal conditioning.

Micah Amd1, Denise Aparecida Passarelli2

  • 1University of the South Pacific, Fiji; Federal University of São Carlos, Brazil.

Acta Psychologica
|February 12, 2020
PubMed
Summary

Subliminal conditioning can influence preferences for unfamiliar brands by associating them with positive or negative attributes. This study found that while subliminal cues can shift preferences, they do not alter conscious evaluations.

Keywords:
Drink preferencesEvaluationLearningMotivationSubliminal conditioning

More Related Videos

Dissociation of the Confounding Influences of Expectancy and Integrative Difficulty Residing in Anomalous Sentences in Event-related Potential Studies
05:22

Dissociation of the Confounding Influences of Expectancy and Integrative Difficulty Residing in Anomalous Sentences in Event-related Potential Studies

Published on: May 9, 2019

5.7K
A Prediction Error-driven Retrieval Procedure for Destabilizing and Rewriting Maladaptive Reward Memories in Hazardous Drinkers
08:05

A Prediction Error-driven Retrieval Procedure for Destabilizing and Rewriting Maladaptive Reward Memories in Hazardous Drinkers

Published on: January 5, 2018

10.1K

Related Experiment Videos

Last Updated: Dec 28, 2025

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance
13:20

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance

Published on: December 5, 2025

364
Dissociation of the Confounding Influences of Expectancy and Integrative Difficulty Residing in Anomalous Sentences in Event-related Potential Studies
05:22

Dissociation of the Confounding Influences of Expectancy and Integrative Difficulty Residing in Anomalous Sentences in Event-related Potential Studies

Published on: May 9, 2019

5.7K
A Prediction Error-driven Retrieval Procedure for Destabilizing and Rewriting Maladaptive Reward Memories in Hazardous Drinkers
08:05

A Prediction Error-driven Retrieval Procedure for Destabilizing and Rewriting Maladaptive Reward Memories in Hazardous Drinkers

Published on: January 5, 2018

10.1K

Area of Science:

  • Cognitive Psychology
  • Neuroscience
  • Consumer Behavior

Background:

  • Subliminal conditioning, the process of influencing behavior through stimuli presented below conscious awareness, is a key area in understanding implicit learning.
  • Existing research presents conflicting evidence on whether subliminal conditioning can alter preferences versus evaluations of stimuli.
  • Learning theories suggest that preferences, more than explicit evaluations, might be susceptible to valence transfer from associated unconditioned stimuli.

Purpose of the Study:

  • To investigate whether subliminal conditioning can influence preferences and evaluations of unfamiliar stimuli (trigrams).
  • To test the hypothesis that preferences are more susceptible to subliminal valence transfer than explicit evaluations.
  • To compare the effects of subliminal versus supraliminal conditioning on stimulus valence.

Main Methods:

  • Participants were exposed to four pairs of supraliminal (visible) and subliminal (hidden) trigrams (conditioned stimuli).
  • Trigrams were associated with unconditioned stimuli varying in valence (100%, 80%, 20%, 0% positive).
  • Preferences and evaluations of trigrams were measured before and after conditioning, with Bayesian and frequentist analyses applied.

Main Results:

  • Subliminal conditioning significantly shifted preferences but not evaluations of trigrams, supporting the valence transfer hypothesis.
  • Supraliminal conditioning, in contrast, significantly shifted both preferences and evaluations across various valence levels.
  • Bayesian analyses confirmed that US valence manipulations were likely to influence preferences for subliminal CS.

Conclusions:

  • Preferences for unfamiliar stimuli can be effectively altered through subliminal conditioning, even when conscious evaluation remains unchanged.
  • The findings highlight a dissociation between preference and evaluation in response to subliminal valence transfer.
  • This research contributes to understanding the mechanisms of implicit attitude formation and potential marketing applications.