In fact, most models of such subliminal effects emphasize that these effects would not occur if they were inappropriate to the situation at hand. However, it is important to note that this type of research involves behavior that is both natural and appropriate to the particular situation involved. Though plausible alternatives to the direct perception–behavior link have been proposed in the last decade, the more fundamental idea that subliminally presented stimuli can affect behavior has not been questioned. Judges (blind to condition) who viewed these tapes indicated that subjects subliminally exposed to Black faces responded in a more hostile manner than subjects exposed to White faces. Subjects’ reactions to this news were recorded with a hidden camera. (Previous research had shown that exposure to Black names or faces activated the concept of hostility, part of the Black stereotype.) Then, after many trials, an error message appeared, and the experimenter informed subjects they would have to start the task again from the beginning. During the task, subjects were subliminally exposed to photographs of either Black or White faces. In one experiment, Bargh and colleagues asked subjects to complete a long, boring task on a computer. Bargh proposed that stimuli, including subliminal stimuli, can influence behavior directly, via a perception-behavior link that bypasses conscious thought. In the past 20 years, social psychologists have repeatedly demonstrated that the same subliminal stimuli that can affect judgments and attitudes can also affect overt behavior. Effects of subliminal stimuli on behavior are also more controversial, as the issue of subliminal advertising and persuasion fall under this heading. Indeed, a lengthy literature in social psychology has demonstrated far less correspondence between, for example, attitudes and behaviors than might be expected. Though evidence of subliminal stimuli affecting judgments and attitudes is intriguing, it does not necessarily follow that such stimuli will also affect individuals’ overt behavior. McCulloch, in Encyclopedia of Human Behavior (Second Edition), 2012 Downstream Effects of Subliminal Perception: Behavior
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