Subliminal messages really do affect your decisions

IF YOU ever felt paranoid about subliminal messages, you might be right to worry. Images we see but don’t consciously register have been shown to inform people’s decision-making. Joel Voss of Northwestern University in Evanston, Illinois, and colleagues showed volunteers 12 kaleidoscope images for 2 seconds each while they also performed an unrelated number task to distract them from consciously committing the images to memory. A minute later, volunteers were asked to look at pairs of similar-looking images and choose the one they had seen before. They were also asked whether they were sure, had “a feeling” they were right,
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