A Field Test of Subliminal Self-Help Audiotapes: The Power of Expectancies

Abstract

In the face of evidence to the contrary, consumers continue to believe in the efficacy of subliminal message self-help (SMSH) audiotapes. The authors contend that the value consumers attribute to these tapes stems from the illusion of efficacy, the result of an expectancy effect. Two double-blind studies tested subliminal message self-help audiotapes claimed to improve memory, increase self-esteem, or induce weight loss. Actual content and labeled content were independently varied; some subjects believed they were using memory tapes but were actually using weight loss or self-esteem tapes, and so on. After a month of use (per manufacturers’ recommendations) by volunteer subjects, there were no effects of subliminal content in the claimed direction on any of the three dimensions. In contrast, there were changes or the perception of changes corresponding to the tape labels. These placebolike effects are hypothesized to result from consumer expectancies. If consumers who forsake more conventional treatments for SMSH audiotapes are misled, they suffer both the loss of the price of the tapes and, more importantly, opportunity costs. Thus, the potentially damaging consequences are a major concern from a public policy perspective.