ABSTRACT
In the late 1950s, James Vicary, an advertising executive, made news headlines when he declared that he had increased Coca Cola® sales by 18% and popcorn sales by more than 50% by subliminally flashing the words “Drink Coke” and “Eat Popcorn” onto a movie screen at a New Jersey theater. People were angry and stunned by the claim: The idea that someone could influence their behavior to such a great extent without their knowledge was scary. By most accounts, Vicary hadn’t really flashed anything onto a movie screen at all. The claim was just a hoax to try and save his struggling advertising company. Nevertheless, the general public still harbors a lingering fear that subliminal persuasion can and does work.
