On September 12, 1957, Vicary called a press conference to announce
the results of an unusual experiment.
Over the course of six weeks during the preceding summer, he had
arranged to have slogans—specifically, “Eat popcorn” and “Drink Coca-Cola”—flashed
for three milliseconds, every five seconds, onto a movie screen…the messages
had increased soda sales at the theater by 18 percent and popcorn sales by 58
percent.
The public reacted with fury…
There was a glitch, however.
Researchers tried to replicate Vicary’s findings…but none
succeeded. After five years Vicary
confessed that his so-called experiment was “a gimmick.”
—Stroebe,
Wolfgang. May/June, 2012. “The Subtle Power of Hidden Messages.” Scientific
American Mind.
