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Good day, everyone. Some countries, for example, 
Australia, the UK and the US have laws to 
prohibit the use of subliminal advertising.

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Just in case you're wondering what subliminal 
advertising or priming is,

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it is the use of visual or auditory messages 
that are indiscernible at the conscious level 
but can affect people's preferences.

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However, the effect of these messages are 
highly doubted. So do they really work?

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We are curious about its effect. So we put 
it to the test.

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We have prepared in total two short songs, 
one with a looped subliminal messages ("Pepsi") 
and another one without.

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And now, let me demonstrate to you the one 
with the messages.

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("Pepsi, pepsi, pepsi, pepsi, pepsi")

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We asked sixty people to join our experiment,

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thirty of them listened to the song with 
the message and the other listened to the 
one without.

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And then, we asked them which drink they 
prefer, Coke or Pepsi.

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And here are some of their responses.

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Coke.

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("Pepsi?") Yeah!

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Subliminal priming effect has been studied 
by numerous psychologists since

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nineteen-eighties and it is yet under discussion 
whether it can have an influence on our preferences 
and behaviors.

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For our current experiment, we expected more 
people responding "Pepsi" after listening 
to the primed song.

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From the figures we obtained, there is indeed 
a difference of number of choices from the 
two groups.

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However, our current result is statistically 
insignificant.

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Although this may suggest that subliminal 
stimuli

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or at least subliminal messages that are 
hidden in short audio clips

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are somewhat unlikely to have impact on our 
preferences,

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more research in this area is yet needed 
to be done for further confirmation due to 
the complexity of this question.

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Thank you very much for watching this.

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We hope to bring you more videos on the application 
of psychology in our daily life in the future.

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Bye bye!