In 1957, an Experiment in a Drive- in Movie Showed

question 123

Multiple Choice

In 1957, an experiment in a drive- in movie showed that increases in sales of popcorn and Coke were measured after subliminal messages encouraging viewers to use those products had been inserted in the movie Picnic. These findings:

• A) were exposed by the McCarthy hearings as proof of Communist subversion
• B) subsequently were supported by a number of other research studies
• C) demonstrated that consumers' minds had been "broken into and entered"
• D) were false; research executives admitted they had fabricated the findings
• E) gave the first irrefutable proof of the power of subliminal persuasion on consumer actions

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