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Thirsty people can be made to drink more than they normally would by being exposed
to subliminal facial expressions, which are not seen consciously. In a recent
study, hidden smiles persuaded people to drink specific beverages than neutral
expressions did. Frowns caused avoidance. Consumers were willing to pay up to
three times as much for a drink that was poured with a smile, and they even wanted
seconds, without knowing what the drink was. When questioned, they weren't aware
of the manipulation. Psychologist Piotr Winkielman says, "This is the first
demonstration that you can influence consequential, real-world behavior without
affecting conscious feeling. We can change what you do, without changing how you
feel."
His explanation for this? "Feelings are often slow. In a frightening situation,
you run first, feel afraid later."
In a recent study, subjects were asked how thirsty and hungry they were. Next,
they were shown a series of photographs of happy, angry or neutral faces, masked
each time by a neutral face. Consciously, the subjects were aware only of seeing
the second, neutral image.
Participants freely helped themselves to an unknown beverage and drank as much
as they wanted. Unknown to them, the amounts they consumed were recorded. They
poured and drank more than twice the amount of the mystery beverage after seeing
the subliminal happy faces.
