Abstract
Abstract The beliefs and attitudes towards “subliminal” stimulation of 500 adult residents of the City & County of Honolulu were ascertained via a random digit dialing telephone survey. Familiarity with the term “subliminal advertising” was not related to gender but related to education, ethnicity, income, occupation, and age. Respondents expressed different degrees of acceptability for six hypothetical situations which depicted various purported applications of subliminal stimulation. Generally, “pro-social” uses were more acceptable than “user-gain” applications. The degree of awareness did not affect the acceptability rating of “pro-social” uses, but was negatively related to “user-gain” applications. The acceptability of the six hypothetical situations was not significantly related to gender, age, general predisposition towards advertising, and informed consent. However, there were significant differences in the acceptability of the situations as a function of education, occupation, ethnicity, and inc...
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