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

question 96

Multiple Choice

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

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

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