In experiment 1, subliminal face–occupation pairs affected conscious decisions about the income of these individuals almost half an hour later. Here, we hypothesized that subliminally presented stimulus pairs would be relationally processed influencing the direction of delayed conscious decisions. Relational binding engages the hippocampal memory system, which can rapidly encode and durably store novel relations. We speculated that subliminal messages might affect delayed decision-making especially if messages contain several pieces of novel information that must be relationally bound in long-term memory. These studies suggest that subliminal messages are only slowly stored and might not be stored at all if they provide novel, unfamiliar information. So far, subliminal long-term effects on behavior were only observed in studies which repeatedly presented highly familiar information such as single words.
Subliminal manipulation is often considered harmless because its effects typically decay within a second.
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