James VicaryJames Vicary
is a market researcher, perhaps best known for popularizing the notion of subliminal advertising
. He claimed that an experiment in which moviegoers were repeatedly shown 0.003-second advertisements for Coca-Cola and popcorn significantly increased the moviegoers' tendency to purchase popcorn and Coca-Cola over a period of time. No detailed study of his findings was released, however, and no independent evidence turned up to support his claim. Eventually, in 1962
, Vicary admitted that the original study was fabricated.
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