ABSTRACT
In this chapter, the authors examine more esoteric forms of persuasion. The topics they discuss often receive short shrift or are neglected entirely by other texts. Yet the authors find that these are among the most interesting topics to students and laypersons. They include them partly because they are so intriguing, partly because there are important research findings, and partly to debunk some of the myths and superstitions surrounding these topics. The topics the authors will also examine are color, subliminal persuasion, backward masking or reverse speech, neurolinguistic programming, music as persuasion, and the role of smell in persuasion. They consider several esoteric forms of persuasion: Color, subliminal messages, subaudible messages, backward masking or reverse speech, neurolinguistic processing, music as persuasion, and smell as persuasion. Despite the public's belief in subliminal persuasion, subliminal effects have only been demonstrated in highly controlled laboratory settings.
