Learning and Behavior without Awareness: Their Implications to Consumer Behavior and Sovereignty

The author wishes to acknowledge his debt to the Affiliate Fund of the Graduate School of Business Administration of the University of Washington for financial support.

Galbraith John Kenneth , The New Industrial State (Boston: Houghton Mifflin, 1967).

Ibid., p. 202.

Packard Vance , The Hidden Persuaders (New York: David McKay, 1957).

Bauer Raymond A. , “Limits of Persuasion,” Harvard Business Review, 36 (September-October 1958), 105–110.

Eriksen Charles W. , “Figments, Fantasies, and Follies: A Search for the Subconscious Mind,” Behavior and Awareness, Eriksen Charles W. , ed. (Durham, N.C.: Duke University Press, 1962), pp. 1–2.

Hall Calvin S. Lindzey Gardner , Theories of Personality (New York: Wiley, 1957), pp. 21–22.

Adams Joe K. , “Laboratory Studies of Behavior Without Awareness,” Psychological Bulletin, 54 (September 1957), 383–384.

Hilgard Ernest R. , Theories of Learning (New York: Appleton-Century-Crofts, 1956), p. 3.

Ibid., p. 43.

Farber I. E. , “Things People Say to Themselves,” American Psychologists, 18 (April 1963), 185.

Razran G. , “Conditioning Away Social Bias bv the Luncheon Technique,” Psychological Bulletin, 35 (November 1938), 693; Razran G. , “Conditioning Response Changes in Rating and Appraising Sociopolitical Slogans,” Psychological Bulletin, 40 (July 1940), 481; Staats W.A. Staats C. K. , “Attitudes Established by Classical Conditioning,” Journal of Abnormal and Social Psychology, 57 (July 1958), 37–40; Lazarus Richard S. McCleary Robert A. , “Autonomic Discrimination Without Awareness: A Study of Subception,” Psychological Review, 58 (March 1951), 113–122.

Hilgard , op. cit., pp. 83–85.

Adams , op. cit., p. 400.

Hildum D. C. Brown R. W. , “Verbal Reinforcement and Interviewer Bias,” Journal of Abnormal and Social Psychology, 53 (July 1956), 108–111; Ganzer V. J. , “Anxiety, Reinforcement, and Experimental Instructions,” Journal of Abnormal and Social Psychology, 65 (November 1962), 300–307.

Krasner L. , “Studies of the Conditioning of Verbal Behavior,” Psychological Bulletin, 55 (May 1958), 148–171.

Hilgard , op. cit., pp. 191–202.

Ibid., pp. 436–442.

McGinnies E. , “Emotionality and Perceptual Defense,” Psychological Review, 56 (September 1949), 244–251.

Lazarus McCleary , loc. cit.

Eriksen , op. cit., p. 12.

Ibid., p. 13.

Hilgard Ernest R. , “What Becomes of Stimulus?,” Behavior and Awareness, Eriksen Charles W. , ed. (Durham, N.C.: Duke University Press, 1962), pp. 48–50.

Hildum Brown , loc. cit.

Ericksen Charles W. , “Discrimination and Learning Without Awareness,” Psychological Review, 67 (September 1960), 293.

Smith G. J. W. Spence D. P. Klein G. S. , “Subliminal Effects of Verbal Stimuli,” Journal of Abnormal and Social Psychology, 59 (September 1959), 167–176.

Eriksen , “Figments, Fantasies, and Follies,” op. cit., p. 23.

Spielberger Charles D. , “Awareness in Verbal Conditioning,” Behavior and Awareness, Eriksen Charles W. , ed. (Durham, N.C.: Duke University Press, 1962), p. 77.

Farber , op. cit., p. 192.

Ibid., p. 195.

DeFleur Melvin L. Petranoff Robert M. , “A Televised Test of Subliminal Persuasion,” Public Opinion Quarterly, 23 (Summer 1959), 168–180; Barthol Richard P. Goldstein Michael J. , “Psychology and the Invisible Sell,” California Management Review, I (Winter 1959), 29–35.

“Subliminal Advertising—Today It's Just Historic Flashback for Researcher Vicary,” Advertising Age, 33 (September 17, 1962), 72–74.

DeFleur Petranoff , loc. cit.

Geller Al , “Truth About Those ‘Invisible’ Ads,” Science Digest, 42 (December 1957), 18.

“Subliminal Cuts Show ‘Hot Car’ in New Toyota Push,” Advertising Age, 37 (September 19, 1966), 3.

McConnell James V. Cutler Richard L. McNeil Elton B. , “Subliminal Stimulation: An Overview,” American Psychologist, 13 (May 1958), 229–242.

Ibid., p. 231.