Iowa State University Capstones, Theses and Retrospective Theses and Dissertations Dissertations

1985 The effectiveness of persuasion through the use of subliminal suggestions in a weight loss videotape program Margaret E. Treimer Iowa State University

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This Thesis is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Retrospective Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. The effectiveness of persuasion through the use of subliminal

suggestions in a weight loss videotape program

by

Margaret E. Treimer

A Thesis Submitted to the

Graduate Faculty in Partial Fulfillment of the

Requirements for the Degree of

MASTER OF SCIENCE

Department: Professional Studies in Education Major: Education (Curriculum and Instructional Technology)

Signatures have been redacted for privacy

. _ __ _ _ 'ersi ty Ames, Iowa

1985 11

TABLE OF CONTENTS

Page DEDICATION vii

CHAPTER 1. STATEMENT OF PROBLEM 1

Purpose of Study 4

Definitions 7

Hypotheses 8

CHAPTER 2. REVIEW OF LITERATURE 9

Subliminal Perception 9

Attitude and Behavior 18

Weight Control 23

Dietary Measures 24

Body Composition 25

Videocassette Recorders 26

Summary 28

CHAPTER 3. ME THO OOLOGY 30

Experimental Design 30

Subjects 31

Measure of the Dependent Variables 33

Procedure 35

Treatments 37

Administering Measurement Instruments 39

Limitations 39

Summary 40 iii

Page

CHAPTER 4. RESULTS 42

Tests of Main Hypotheses 42

Summary 51 CHAPTER 5. CONCLUSIONS 52 Summary of Results 52 Recommendations for Further Study 61 Summary of Conclusions 62 Synopsis 62 REFERENCES 64 ACKNOWLEDGMENTS 71 APPENDIX 72

Flyer Advertising for Subjects 73 Ad Appearing in the Iowa State Daily Advertising for Subjects (March 20 and 21, 1985) 74

Letter to Participants Explaining the Study 75 Medical Clearance 76 Pre-Test Questionnaire 77 Food and Exercise Attitude Pre-Test 78 Individual Skinfold Record for Young Women 79 Individual Skinfold Record for Middle-Aged Women 80 Individual Skinfold Record for Young Men 81 Post-Test Questionnaire and Food Intake Recall 82 Food and Exercise Attitude Post-Test 83 Letter from John Koenig 84 iv

Page

Insert Accompanying the Video Weight Loss Tapes 85 First Letter to John Koenig 87 Second Letter to John Koenig 88 Final Letter to Participants 89 Summary of Results Sent to Participants 90 Data on Subjects 91 Human Subjects Form 93 v

LIST OF TABLES Page Table 1. t-test: Viewers of weight loss videotape 44 with subliminals vs viewers of weight loss videotape without subliminals in weight loss (HI) Table 2. t-test: Viewers of weight loss videotape 45 with subliminals vs viewers of weight loss videotape without subliminals in loss of percent body fat (H2 ) Table 3. t-test: Viewers of weight loss videotape 47 with subliminals vs viewers of weight loss videotape without subliminals in food and exercise attitude change (H3 ) Table 4. t-test: Viewers of weight loss videotape 49 with subliminals vs viewers of weight loss videotape without subliminals in Food Intake Recall of high-calorie, low nutritional servings of food (H4 ) Table 5. t-test: Viewers of weight loss videotape 50 with subliminals selected at random vs viewers of weight loss videotape without subliminals selected at random in weight loss ten days after treatment (H 5 ) Table 6. Pearson Correlation: Relationships among 55 the variables Table 7. Responses from viewers of the "Video Weight 57 Loss" tapes with and without subliminals upon completion of the treatment vi

LIST OF FIGURES

Page

Figure 1. Cronbach Alpha formula 34 vii

DEDICATION

This thesis is dedicated to my

grandmother, Ida M. Salton 1

CHAPTER 1. STATEMENT OF PROBLEM

-Platters laden with fried chicken and potatoes, spaghetti smothered in tomato sauce, cream cupcakes and chocolate bars spin slowly round on the screen. Oddly enough, these treats aren't displayed to tempt you. They appear as reminders of foods you should avoid eating. "Watch now, and start to say good-bye to the wrong kinds of foods," says the silky-voiced female narrator. "With daily viewing, you will watch your desire for fattening foods simply disappear" (Meredith, 1985) •

This scene was from the twenty-two minute videotape,

Weight Loss Video Programming, produced by John Koenig for

Self Improvement Video, Inc. (1983) that was designed for daily viewing in order to help viewers lose weight. Besides providing basic information on diet and exercise, the video- tape used visual and aural subliminals. The visual messages were flashed on the screen for one-thirtieth of a second at

regular intervals and the audio messages were compressed, mixed with music and transmitted just below the threshold of normal hearing.

Subliminal perception (or stimUlation) describes any word,

image or sound that is not perceived within the "normal" range

of consciousness, but makes an impression on the mind. This

involves words or pictures that are flashed so quickly that

the eye cannot transmit them to the conscious brain, or words

at such a volume that they evoke no conscious memory (Morse

and Stoller, 1982).

We are daily bombarded with subliminal messages from 2 marketing and the media. William Bryan Key (1973, 1976,

1980) has written three books on the use of subliminal stimu- lation in advertising, movies, art and retail stores. Though his work lacks empirical support, it has recognized that the manipulation of the individual through subliminal messages "- has been Possible.(2)

- During the 1970s, Dr. Hal C. Becker designed and pro- duced a little black box that has since been used in large department stores to cut shoplifting and employee pilferage.

Phrases such as "BE HONEST" and "00 NOT STEAL" are repeated

9,000 times every hour and are mixed and transmitted with music. The phrases were at such a volume that they were not audible. One store claimed it cut shoplifting and pilferage by 3~~ (Athens, 1978). In the September 10, 1979 issue of

Time Magazine 1 Becker said the subliminal messages would be applicable to many other areas, such as a weight loss program, and programs'to aid athletic performance.

This past year, a variety of products have appeared on the market that use subliminals and promise improvement in a variety of areas. Audio tapes, with subliminal messages

transmitted below the threshold of audible sound, claim to

be able to transform the listener so as to improve memory or

relieve the fear of flying.

Visual subliminals are also popular. Stimutech, Inc.

has a device that interfaces the computer with the television 3 allowing the viewer to receive subliminal messages while watching television. Greentree Publishers offer a computer program that allows the computer operator to write personal subliminal messages. These messages are flashed regularly as the programmer continues with other computing tasks.

~--Se~eral videotape companies produce videotapes with visual and aural subliminals. Most of these tapes encourage replacement of bad habits with healthier ones. The ads for these products emphasize that the subliminal programs will help bring about dramatic results with minimal effort. This presents an attractive prospect for many consumers. However, whether these systems do what they claim is open to debate.

First, many psychologists and mental health professionals do not agree that subliminal communication is effective in changing human behavior and attitudes. Second, these sub­ liminal products have been introduced to the market, yet they have not been clinically tested. Silverman, foremost investi­ gator in the use of subliminal stimulation to direct manipula­ tion of behavior, believes that companies that sell subliminal products designed to affect behavior should set up a research unit that tests their products (Levy, 1984). Currently, there is no documentation of any testing of these new products to

determine the effectiveness of the subliminal messages. 4

Purpose of Study

The purpose of this research was to conduct a study to determine if viewing a commercially prepared videotape con­ taining written and aural subliminal messages was more ef­ fective in weight loss than a videotape containing the same content but with no subliminals. The subjects would then be measured to see if pertinent changes occurred in attitude and behavior. Most previous studies in subliminal perception have been in the area of behavior, not attitude.

An attitude lS a mental and neutral state of readiness, organized through experience, exerting a directive or dynamic influence upon the individual's response to all objects and

situations with which it is related (Thomas and Znaniecki,

1918). Zimbardo and Ebbesen (1969) divided attitude into three components: affect, cognition and behavior. The affec­ tive component was defined as a person's evaluation of, lik­ ing of, or emotional response to some object or person. The cognitive component was stated to be a person's belief about, or factual knowledge of, the object or person. The behavioral

component involved the person's overt behavior directed toward

the object or person. If attitudes are conceptualized in this way, techniques designed to change only a person's emotional

reactions toward some object or person would be attacking only

one component of the attitude. This compOnent conception of

attitude suggests methods of changing attitude and also 5 provides ideas about how to measure them.

Weight Loss Video Programming by Self Improvement Video,

Inc. selected for this study endorsed no particular diet or exercise plan, and made no requirements of the viewers other than the willingness to change diet and exercise habits and to watch the videotape daily for thirty days.

The diet and health market in the united States and throughout the world is a billion dollar industry. Most people over the age of ten are concerned about their weight and their looks. All types of diets are available, yet for even the most highly motivated, best disciplined person, the statistics on the success of weight loss are dismal. Less than five percent manage to lose any significant amount of weight and less than ten percent of those successful dieters-­ one in 200 who start a traditional weight-loss program--are able to keep their weight down for a significant time (Frank,

1980).

There is considerable research being conducted on weight control, yet verifiable replicated evidence is scarce. with the tremendous preoccupation with weight control, many diets and products are being marketed without adequate research to determine if they work. The purpose of this study is to look at one product, Weight Loss Video Programming, that is com­ mercially available, and determine through research and test­ ing if the product accomplishes what it promises--a substan- 6 tial, easy weight loss within thirty days of regular viewing.

It is felt that, while weight loss is not a traditional focus of educational research, the availability of this particular videotape would give insights into the effectiveness of sub­ liminal messages that might have a direct relationship to traditional educational needs. Subjects will be measured to see if changes occur in these areas:

1. Behavior:

Food Intake Recall (FIR)--measured by one day food recall at the end of the testing period. This analyzes the subjects' food intake for nutrients and calories. The FIR will be used to compare the amount of intake of high calorie, low nutri­ tional foods between the treatment groups.

Weight and Skinfold Test (WST)--measured at the beginning and end of the testing period. Skinfold tests will reveal approximate percentage of body fat. The skinfold test score changes depending on exercise and food intake. All skinfold tests will be performed by the same physical education instruc­ tor who is experienced in administering skinfold tests. To increase accuracy, three measurements will be taken at each skinfold testing and these scores will be averaged. The con­ version tables developed by Pollock and Johnson (Pollock et al., 1978) give skinfold test reliability estimates for young men R = 0.82, for young women R = 0.775 and for middle-aged women R = 0.856. Subjects will also be weighed at the 7 beginning and end of the experiment on the same scale, by the same person.

2. Attitude:

Food and Exercise Attitude Test (FEAT)--adrninistered at the beginning and end of the testing period to measure the effectiveness of the subliminal messages on the tape: "EAT LESS", "GET ACTIVE", "CALM", "EAT SLOW", "YOU CAN 00 IT". The attitude test items will be chosen from existing food attitude test items that are relevant to the subliminal messages and fall into the following categories: eating for internal rea­ sons, eating for external reasons, oral control, basic diet and exercise behavior. The subjects will respond to the twenty questions on a five-point Likert scale. A total FEAT score for each person will be determined (r = 0.72).

Definitions

ATTITUDE CHANGE: Differences between scores obtained be­ fore viewing and after viewing on the Food and Exercise Atti­ tude Test for subjects viewing the nonsubliminal tape and the subliminal tape.

TREATMENT GROUPS: (1) Viewers watching the twenty-two minute Weight Loss videotape with subliminal messages. This group was composed of those subjects randomly selected and placed in the yellow and orange groups. (2) Viewers watching the twenty-two minute Weight Loss videotape with no subliminal messages. This group was composed of those subjects randomly selected and placed in the blue and green groups. 8

Hypotheses

The general hypothesis is that subjects receiving sub­

liminal stimuli in a positive, emotionally arousing way will be able to stop a related and undesirable type of behavior

(by mirroring) with greater success than subjects not re­ ceiving those messages.

1. Subjects viewing the videotape with the subliminals will show a greater weight loss than those viewing the video­

tape without subliminals.

2. Subjects viewing the videotape with the subliminals will show a greater loss in percentage body fat than those viewing the videotape without subliminals.

3. Subjects viewing the videotape with the subliminals will show a better attitude toward eating healthier foods

and exercising than those viewing the videotape without

subliminals.

4. Subjects viewing the videotape with the subliminals

will record fewer instances of high calorie, low nutritional

food intake than those viewing the videotape without sub­

liminals.

5. Subjects viewing the videotape with the subliminals

will be able to maintain the weight loss for a longer period

of time than those subjects viewing the videotape without

sUbliminals. 9

CHAPTER 2. REVIEW OF LlTERA'IURE

This review of the literature attempted to identify previous research in the areas of importance to this study

and its hypotheses. These categories of review included

studies in subliminal perception, attitude change, weight

loss, and the newly popular video cassette recorders.

Subliminal Perception

All experience is already interpreted by the nervous system a hundredfold or a thousandfold; before it becomes conscious experience (Popper and Eccles, 1977).

The idea of whether individuals can be affected by their

environment without conscious awareness has fascinated many

for more than two thousand years. Democritus, the Greek

philosopher, stated, "Much is perceptible which is not

perceived by us" (Beare, 1906). However, the concept of

experience without conscious awareness was purely specu~

lative until Freudian psychology offered empirical support for the unconscious. Freud's theory of unconscious

motivation provided the foundation for work in hypnosis and

analysis of dream content which lent support to the role of

unconscious behavior. Because of these theoretical posi-

tions, scientists started to study environmental stimulation

that was below the threshold (recognition level) of awareness

(Pushkash, 1980). 10

Early researchers in subliminal perception, or subcep- tion, as it was then called, set out to prove that subliminal stimulation affected conscious experience. As better methods and sophisticated techniques were developed, support accumu- lated for subliminal perception. Investigators found that conditioning could occur subliminally (Lazarus and McCleary,

1951) and that physiological changes could be affected

(McGinnies, 1949). McGinnies found that emotionally-toned words were more difficult to recognize than neutral words.

Writing about this period in subliminal research, Dixon (1971) stated,

As a result of being tested in eight different con­ texts, subliminal perception has been shown to affect dreams, memory adaptation level, conscious perception, verbal behavior, emotional responses, drive related behavior, and perceptual threshold.

Spence (1961) described the mechanism by which uncon- scious stimulus can affect behavior. According to Spence, memory traces are organized in the unconscious into semi- permanent aggregates called schemata. A schema is an or- ganization of ideas, memories, and concepts that are linked through association. Subliminal activation of a schema occurs when a word or image enters the unconscious and be- comes attached through association to the general schema.

Because of the emotional content of the stimulus and because memories and ideas already comprising the schema are meaning- fully related, the subliminal stimulus activates the entire

schema. 11

The signal-detection theory (Swets, Tanner and Birdsall,

1961; Tanner and Swets, 1954) has explained how unconscious stimuli can be processed without conscious awareness. Signal detection theory assumes all signals impinging on an organism contribute to a continuum of sensory activity and experience.

All signals increase the probability of raising the excitation level to a point where the organism will report the signal's presence. The organism makes decisions regarding attention and responding on the basis of decision rules, which are based on the comparison of incoming signals relative to the needs of the organism. Since all signals are processed, all information exists within the organism. Certain information is attended to and consciously experienced while the rest does not gain conscious recognition. Hence, some experiences are filtered out before they reach consciousness because they are not recognized as signals, yet they are still processed

(Swets, Tanner and Birdsall, 1961; Tanner and Swets, 1954).

While the controversy over subliminal perception has continued on theoretical and empirical grounds, there has also been public response to the subliminal effect. In 1957, this controversial phenomenon came to the public's attention when patrons in a movie theater in New Jersey were subjected to "HUNGRY? EAT POPCORN" and "DRINK COCA-COLA" messages flashed on the screen every five seconds throughout the film.

General sales figures over a six-week period, compared with 12 previous sales, increased 57.5%, and Coca-Cola sales by 18.1%

(Brooks, 1958). Use of this technique drew immediate negative responses from the public. People did not want their sub­ conscious minds influenced.

This study and other nonscientifically organized studies, which were without adequate controls or provisions for repli­ cation, left researchers in a poor position to make any judgments about the effectiveness of subliminal stimulation

(McConnell et al., 1958). Yet, many researchers believed subliminal stimuli could influence behavior.

The foremost investigator in subliminal stimulation ln psychology has been Lloyd Silverman (1976). Silverman's study of psychoanalytic dynamic activation relationships In­ volved the tachistoscopic presentation of wish-related verbal and pictorial stimuli for provoking unconscious wishes sub­ liminally. Psychoanalysts have posited that different symp­ toms are related to different unconscious conflicts and that symptoms can be viewed as symbolically expressing aspects of the particular underlying conflict.

For example, Silverman found that, in his experiments wi th schizophrenics, the subliminal message "MOMMY AND I ARE

ONE" led to decreased primary-process ego pathology. He felt this message warded off aggressive wishes toward her (mommy), implied the constant presence of "oral supplies", and implied her continual presence. He also found that wish-related 13 stimuli differed with various conditions: homosexuals, stutterers, and depressives. His experiments were designed either to stir up unconscious conflict and increase psycho­ pathology, or to decrease unconscious conflict and diminish psychopathology (Silverman, 1976).

In order to do this, it was essential to stimulate un­ conscious wishes without allowing them to come into con­ sciousness. In most of these studies, the stimulus used was the verbal message "MOMMY AND I ARE ONE". I ts use was based on these two assumptions: (1) the fantasized gratification of the wish for oneness with mommy and (2) the subliminal presentation of the words "MOMMY AND I ARE ONE" had the power to activate this fantasy. This oneness fantasy was the un­ conscious striving to reunite with the maternal figure of early childhood and has been found to be an effective message for changing behavior of people with certain types of emo­ tional problems (Silverman, 1976).

Silverman et al. 's (1978) study of obesity using four millisecond subliminal messages with behavioral modification treatments found that the exposure of "MOMMY AND I ARE ONE"

aided groups of experimental subjects in losing weight

initially and losing weight in the follow-up sessions, com­ pared to the control groups who viewed the message "PEOPLE

ARE WALKING". However, the control groups regained their weight during the follow-up re-weigh sessions. Silverman 14 noted that subliminal stimulation combined with effective intervention over a prolonged period of time and could be viewed as having practical utility (Silverman et al., 1978).

Augenbraun's (1982) replication of Silverman's obesity studies brought up questions for consideration. Augenbraun suggested that the "MOMMY AND I ARE ONE" message may have encouraged identification as well as gratify symbiotic merg­ ing fantasies, and thus, reduced unmet needs for nurturance.

Augenbraun felt that this identification with the mother might sanction the child to remain obese if the mother was

also obese. To maximize the potential of this procedure in the treatment of obesity, it was felt that individualized messages other than MOMMY messages should be explored.

Augenbraun also found that subjects who at the end of the

treatment successfully discriminated the stimulus message

they had seen lost significantly more weight than subjects who did not make this discrimination. In other words, those

subjects who consciously knew what their subliminal message

said lost more weight than those who did not.

In several experiments, subliminal stimulation has been

successful in increasing subjective hunger ratings (Byrne,

1959). Byrne's research did not support the previously held

belief that drive (a psychological condition that arises from

a need and impels an organism to activity) must be present

for subliminal stimulation to be effective, but found that 15 subliminal stimulation could create a need where it is absent.

Hawkins (1970) presented the words "COKE", "DRINK COKE", and the nonsense syllable "NYFT" to subjects. Hawkins found that a simple subliminal stimulus can arouse a basic drive, such as thirst. It was also found that the subliminal command

"DRINK COKE" produced higher thirst ratings than the sub­ liminal "COKE". Epstein and Levitt (1962) found that hungry subjects learned paired associates more rapidly than sated subjects when the stimulus member of the pair was a "food" word.

Several studies have suggested that both situational and individual differences are related to the strength of the

subliminal effects. Fisher and Paul (1959) and Fiss (1966) found that when subjects were in a state of relaxed passivi­

ty, subliminal effects were maximized. Dixon (1971) suggested

that subliminal effects were more likely to be found when

subjects were in a low state of arousal; attention was un­

selective and cognitions were intuitive, global and unbound

by logical constraints. On the other hand, high levels of

arousal tended to diminish subliminal effects.

Subliminal stimulation has been explored in the area of

learning and education. Five general areas where subliminal

perception might be applicable to education were the areas of

problem solving, cognitive learning, motivation, elaborative

thinking and perception (DeChenne, 1981-82). 16

Zuckerman (1960) had subjects produce stories upon

viewing the subliminal messages "WRITE MORE" or "OON' T

WRI TE" • Their abi Ii ty to produce stories mirrored the message they received subliminally. When presented with

supraliminal messages that were easily recognizable, "WRITE

MORE" and "ooN' T WRITE", the performances by subjects at

producing stories were not affected by the messages they re­

ceived. Zuckerman felt this was an example how a subliminal

stimulus could by-pass processes of conscious intent and

revealed that it might be impossible to resist the instruc­

tion of imperative subliminal messages that were not con­

sciously experienced.

Smith, Spence and Klein (1959) tested to see if word

meaning alone had a subliminal influence upon conscious

thought. When the words "ANGRY" and "HAPPY" were exposed

sUbliminally and were immediately followed by a clear supra­

liminal figure (a blank, expressionless face), the subliminal

words influenced impressions of the latter. Descriptions

of the face were pleasant in "HAPPY" pairings and unpleasant

ln "ANGRY" pairings.

Parker (1982) found that subjects who were normal college

students who received subliminal stimulation "MOMMY AND I ARE

ONE" and "MY PROF AND I ARE ONE", in conjunction with teach­

ing and counseling, received significantly higher grades

than similar students who received the control stimulation 17

"PEOPLE ARE WALKING". Parker agreed with Silverman that subliminal stimulation had an adaptive enhancing effect on behavior.

Experiments In education that did not reveal dramatic positive results of subliminal stimulation included studies by Severance and Dyer (1973) and Grant, Blohm and Ledford

(1981). Severance and Dyer found that the presence of a sub­ liminal color interfering word did not affect color naming.

They further questioned if subliminal effects were restricted to those that produced emotionally laden responses, since words like red, blue and green are neutral and lack emotional meaning.

Grant, Blohm and Ledford (1981) investigated the effects

of subliminal stimuli on the development and improvement of

execution of the racquetball ceiling shots, and increased

racquetball participation. Results showed improvement in the

shot skill for only one group of females. They suggested

that females could possibly be affected by visual subliminal

stimulation to a greater degree than males, and questioned if

filming subjects' performances and presenting it to them sub­

liminally would better arouse them and lead to improved

learning of this psychomotor skill.

These studies reveal two types of effects that can be

produced by subliminal stimuli: the mirroring effect and the

effect of arousal and learning from emotionally laden stimuli. 18

These are related to habit breaking and habit forming behavior.

Swnmary

Subliminal stimulation is a phenomenon that has been

shown in some instances to influence basic drives, though

the strength of these effects seems to be related to situa­

tional and individual differences. Subliminal effects are maximized when subjects are in a state of relaxed passivity.

High levels of arousal tended to diminish subliminal effects.

The message "MOMMY AND I ARE ONE" tended to help in the

treatment of obesity when combined with effective interven­

tion, such as counseling and behavior modification. Yet,

individualized messages should be explored to maximize the

effect from subliminal messages for different people.

Subliminal stimulation might also influence learning,

and two effects produced by subliminal stimuli were the

mirroring effect and the effect of arousal and learning from

emotionally laden stimuli.

Attitude and Behavior

Attitudes are seen as enduring predispositions that are

not innate but are learned. Thus, even though attitudes are

not momentarily transient, they are susceptible to change.

Many different aspects that have contributed to the formation 19 of our attitudes include: our intuition, observations of

people and events, feedback from others, socialization,

education, and media (Zimbardo, Ebbesen and Maslach, 1977).

In 1931, Thurstone demonstrated the impact of film on

attitudes. By using two films, one depicting the Chinese

favorably and the other unfavorably, Thurstone found it was

possible to produce either positive or negative changes ln

attitude toward Chinese people (Thurstone, 1931).

Though media are mere carriers of information and do not

directly influence learning under any condition (Clark, 1983),

there are approaches and techniques using media that seem

to maximize desirable attitudinal outcomes. Simonson has

investigated the topic of instructional media and attitude

change for the past several years (Simonson, 1980, 1981, 1983;

Simonson et al., 1979), and has devised six guidelines that,

when used, promote certain attitudinal outcomes in learners.

Guideline six is particularly applicable to this study and

states: Learners who experience a purposeful emotional in­

volvement or arousal during instruction are likely to have

their attitudes changed in the direction advocated as the pur­

pose of the mediated message (Simonson, 1983).

Little is known about media (i.e., films, videotapes) that

persuade or advocate an attitudinal position. In Simonson's

review of literature (Simonson, 1980; Simonson et al., 1979),

there was little definitive information concerning specific 20 procedures used in persuasive filmmaking to change viewers'

attitudes. While most films have a persuasive element, a per­ suasive film's most important goal is attitude development.

Entertainment or enlightenment are included only to contribute to the ultimate goal of persuasion (Simonson, 1981). Emotional involvement in media can be brought about by

a fear-provoking message, content, dramatic structure, motion

and message delivery. Janis and Feshbach (1953) found that minimal fear-arousing appeals were more successful at modi­

fying attitudes toward dental hygiene of high school students

than strong fear-arousing appeals, because the audience was motivated to ignore the importance of the more severe threats

to their hygiene in order to reduce the tension they felt.

In other words, the more effective appeals are likely to be

those that serve as reassurances and offer relief (Cohen,

1964).

It has often been believed that an efficient method for

changing behavior would be to change one or two underlying

general dispositions or attitudes. Festinger's (1957) theory

of cognitive dissonance is based on the idea that human

beings demonstrate a great desire for consistency and con­

gruity in their attitudes and behaviors and, conversely,

find conflict between what they know and what they do dis­

turbing and discomfiting (Zimbardo, Ebbesen, and Maslach,

1977). 21

Fleishmann, Harris and Burtt (1955) attempted to measure the effects of a two-week training course for industrial foremen stressing considerateness and human relations in dealing with subordinates. Persuasive communication took the form of lectures and discussions, assisted by visual aids and role playing. Questionnaires given before and after the training sessions showed that the expected opinion change was produced. However, on-the-job behavioral measures relevant to the sessions' messages revealed that the men who attended the sessions scored lower in considerate behavior than those who did not attend.

Brehm and Cohen (1962) and Greenwald (1965, 1966) stressed that commitment to an opinion (a verbalized attitude) increased that opinion's resistance to change. Greenwald found that a persuasive communication given to junior high school students that advocated the importance of vocabulary learning influenced both belief and relevant behavior. Sub­ jects were required to state a preference, for or against, vocabulary prior to receiving the persuasive vocabulary com­ munication. Following the message, initial anti-vocabulary subjects showed a temporary belief change but no behavior change. Subjects who initially favored vocabulary reacted to the persuasive communication with greater belief change and significant behavior change. Replications of his study showed the pattern of belief change with no behavior change 22 occurred only in subjects who, before the persuasive communi­ cation, committed themselves to a position opposing it

(Greenwald, 1965).

Festinger (1964) suggested that, when opinions or atti­ tudes are changed through the impact of persuasive communica­ tion, this change is unstable and will disappear unless an environmental or behavioral change can be brought about to support and maintain it. The data show that the occurrence of behavior change does not depend upon the prior occurrence of an attitude change, or vice versa. Greenwald (1966) con­ tended there was no automatic relationship between attitude

and behavior; rather, they may be independently determined by the environment. Normally, the environment will produce

in persons parallel effects on belief and behavior, so these

concepts will appear to be correlated. In special situations,

such as persuasion following an opposing commitment, the

environment exerts differential pressures on belief and be­

havior and then they appear to be uncorre1ated (Greenwald,

1966).

Summary

Media can be used to change attitudes. Learners who ex­

perience a purposeful emotional involvement or arousal are

likely to have their attitudes changed in the direction ad­

vocated as the purpose of the mediated message. Change in

attitudes does not necessarily mean a Change in behavior, 23 though attitudes and behavior appear to be correlated.

Weight Control

Despite our national weight consciousness, Americans are steadily gaining weight (Time, January 2, 1978)

Being overweight creates social, physical and emotional problems and often leads to lifelong personal struggles and unhappiness. Effective weight management requires that the total caloric intake equals the total caloric expenditure. otherwise, the body converts the excess energy to fat and stores it in fat cells. One pound of fat is equivalent to approximately 3,500 calories.

The two basic methods used to lose weight are to reduce caloric intake and increase daily caloric expenditure through

added exercise. The most efficient way is through a combina- tion diet and exercise program (Svoboda, 1980).

This behavioral approach to treatment of the overweight, by reducing poundage and increasing exercise, has focused on programs that have included keeping food records, weight

records, situation management, increased exercise, contracts,

and other means for handling anxiety. Foreyt (1977) said

that these tendencies, combined with prudent diet, effect weight loss for only 50 percent of patients. Foreyt stated

that this lack of success was because it ignored the causal

factors that lead individuals to become overweight. 24

The time of year that people diet can have an effect on weight loss. Stunkard (1975) found that people undertaking a weight loss program in the spring or summer lost an average of 14.4 pounds, compared to those in the same program in the fall or winter who lost an average of 10.9 pounds.

Dietary Measures

Dietary assessment is important for collecting dietary

information. There are several methods for measuring dietary

intake, but there is no single, generally accepted method.

Marr (1971) has categorized the most commonly used diet

assessment methods into two general groups: recall and

recording. Recall is essentially retrospective, in that the

subjects have not been alerted in advance and have not modi­

fied usual behavior ln anticipation of recalling their food

intake. Recording, on the other hand, allows subjects to

have an increased consciousness of all aspects of their eat­

lng behavior: time, place and amount. However, the very

act of participation may introduce a bias.

Recall of food intake by dictus may be for any period

of time, thought it is almost always administered for a 24-

hour period. The typical 24-hour recall asks participants to

recall all foods eaten and to estimate the quantities of that

food. The 24-hour recall has become a favored way of obtain­

ing dietary data since it requires a short amount of time 25 and does not involve an appreciable memory span (Garn, 1979).

Garn stated that the major limitation of the 24-hour recall was that, on any given day, an individual might eat less or far more than the long-term average. The interpretation of data from only one 24-hour period, from one individual, is limiting. When it is used to assess intakes of groups, however, there is a greater likelihood of a balancing out of deviations from typical food intake (Smiciklas-Wright and

Guthrie, 1984).

Body Composition

Determining a person's body composition for percent body fat is more accurate than weighing by scale, because unlike weight, body composition (i.e., body density or percent body

fat) does not change day to day. An individual's body com­

position can be most accurately estimated by the underwater weighing technique. Although quite accurate, determining

body fat by underwater weighing is not practical or time ef­

ficient. Therefore, anthropometric measurements such as skin­

fold tests are generally used to estimate body density.

Skinfold thicknesses have been used in the past with

reasonable accuracy (Pollock et al., 1978). This technique

correlates well with underwater weighing, and its advantages

are: the equipment is inexpensive, little space is needed

and it takes little time to obtain the measurements. There- 26 fore, it is efficient in testing large groups of people.

Anatomical landmarks for these tests involve skinfold measurement sites that vary among sex and age. In young men, the skinfold sites include: chest, subscapular (fold taken on a diagonal line coming from the vertebral border one centimeter from the inferior angle of the scapula, the shoulder blade) and thigh measurements. In young women under

35 years, the skinfold sites include: suprailiac (diagonal fold on the crest of the ilium, the hip bone, at the midline of the body) and thigh measurements. In women 35 years and older, the skinfold sites include: axilla (vertical fold on the midline of the body at approximately the level of the nipple) and thigh measurements. Measurements are obtained, matched with conversion factors and calculated as body den­ sity. The conversion tables used for determining percentage body fat were developed by Pollock and Johnson (Pollock et al., 1978).

Videocassette Recorders (VCR)

Videocassettes on virtually every topic are available to consumers. Videocassettes on fitness, exercise and diet con­ trol are popular, and several companies are manufacturing videocassettes that contain subliminal messages. Little re­

search has been done concerning the popularity of the sub­

liminal programs, or on the effectiveness of the medium in 27 presenting subliminal messages. However, the worldwide market for videocassette recorders and videocassettes has increased dramatically_in each of the last few years and the boom is expected to continue. Throughout the world, VCRs threaten to replace the television antenna as the most familiar symbol of a global village. In the United States alone, the industry expects to sell 12 million VCRs in 1985 compared to 7.6 million in 1984, and it is predicted that thirty percent of

American homes will be equipped with VCRs (Des Moines Sunday

Register, June 2, 1985). With South Koreans now manufacturing

VCRs, the total number of units could reach fifty million by

1987 (Turan, 1984). In India, the VCR is a sign of status.

In Saudi Arabia, it is an oasis in a cultural desert. In

Egypt, where the per capita income is $500, VCRs are popular

items that sell for $2500. In the Soviet Union, where the

sale or rental of videocassettes is illegal, 50,000 VCRs

that cost as much as $6,750 are privately and secretly owned.

Western European movies and American television shows are

illegally duplicated and sold on the black market to provide

an alternative to state-controlled programming. To inhibit

this activity, the Soviet government has decided to manu­

facture their own cassettes and VCRs. This will not only

allow them to censor entertainment, but also reap the

profits (Time, Dec. 13, 1982). 28

VCRs offer many advantages and services. Viewers can be selective about TV and movie viewing, they can buy, exchange and rent videotapes, and they can record and watch programs any hour, day or night (Consumer Reports, Dec. 1984). VCRs are not only used in homes, but also in business, education,

and in numerous situations.

Some schools have found that showing disruptive students videotapes of their behavior helps them understand how much behavior affects other people. Instant replays of their ac­

tions allow them to evaluate changes in their behavior and to help them see themselves as others see them (Levine, 1983).

Videogames have been used to help children with

amblyopia, "lazy eye". Fifteen of nineteen patients resis­ tant to conventional treatment improved their vision after weeks of playing videogames daily for one hour (Silberner,

1984) •

Videotapes have been used for years by businesses as a major aid in employee training. The availability of VCRs in

homes will allow individualized training in thousands of

topics and subject areas (Wollman, 1983).

These are but a few areas in which video is being used.

Just as the computer, video and the VCR are creating a revo­

lution that is just beginning. 29

Summary

Subliminal stimulation has been shown in some instances to influence basic drives, though the strength of these ef­ fects is related to situational and individual differences.

There still remains a need to research the effectiveness of subliminal stimulation and the messages involved.

Media has been used to change attitudes. However, a change in attitude does not necessarily mean a change ln behavior, though attitudes and behavior appear to be correlated.

Weight control has become a national concern. The two basic methods used to lose weight are reduced caloric intake and increased caloric expenditure. Yet people have always looked for easy and painless ways to reduce weight.

The worldwide market for videocassette recorders and videocassettes has increased dramatically. Videocassettes have been shown to provide several types of services, from offering extra training for employees to providing instant replays of behavior of disruptive students. The applica­ tions for videocassettes are expected to increase as the demand for videocassette recorders increase. 30

CHAPTER 3. METHOOOLOGY

An essential component of research reporting is to In­ clude a clear description of methodology used. Readers of research should be provided with the steps and operations for evaluation of the study's strengths and weaknesses. This also allows other researchers to replicate the experiment by fOllowing or changing the procedures to improve future studies. The purpose of this chapter is to clarify the methodology used to examine the research problem. The de­ scription of the methodology will include sections on experi­ mental design, subjects, measures of the dependent variables, procedures and limitations.

Experimental Design

Campbell and Stanley's (1963) experimental design number four, the Randomized Pretest-Posttest Control Group Design, was used in this study. Students were randomly selected for treatment groups, a pretest test was given and preliminary measurements were taken. After the treatments were adminis­

tered, a posttest was given and final measurements were

taken. The import of the treatments was determined by sub­

tracting subjects' pretest scores from posttest scores accord­

ing to the treatment group they were in. The appropriate

test for significance at the .05 level was then applied to

ascertain if the difference was greater than what might occur 31 due to chance. For this experiment, this design was con­ sidered superior to others (Campbell and Stanley, 1963).

Dependent variables:

A. Measure of subject's attitude toward food and

exercise (FEAT).

B. Measurement of subject's behavior toward food and

exercise by change in weight and percentage of

body fat.

C. Measure of subject's behavior toward food and ex­

ercise by incidence of high calorie-low nutritional

food intake (FIR).

Independent variables:

A. Videotape viewed by subjects:

1. Videotape on weight loss containing subliminals.

2. Videotape on weight loss not containing

subliminals.

Subjects

The subjects participating in this study were under­

graduate and graduate students, and staff from Iowa State

University who responded to advertisements in the Iowa

State Daily, or to flyers (Appendix) posted in the build-

ings on the campus during Spring Semester, 1985. Those inter­

ested attended one of three orientation sessions. The orien­

tation sessions were conducted by the author in order to 32

explain the study, to explain the participants' responsi- bilities and to answer questions.

Subjects' responsibilities were: (1) to get a signed medical clearance, (2) to take the FEAT pretest, be weighed,

and be given the skinfold test, (3) to view an assigned

videotape twenty-five times within a thirty-seven day period,

(4) to return on May 1 and be reweighed, be given the skin-

fold test, and take the FIR and FEAT posttest. If subjects

met those requirements, they were paid twenty dollars. Sev­

eral subjects had paid the semester health fee and could get

the medical clearances without charge at the Student Health

Service. For other subjects, medical clearances had to be

obtained. These clearances were obtained from doctors at the

ISU Student Health Service. Fifty-nine subjects started the

study and fifty-one fulfilled all the requirements and

finished the study. The random assignment of subjects to

treatment was:

Videotape Videotape with without subliminals subliminals Total

Females 29 27 56 Males 0 3 3 Total 59

Upon completion

Females 27 21 48 Males 0 3 3 Total 51 33

Measure of the Dependent Variables

No instruments for the dependent variable of basic food

and exercise attitude could be found in the reference sources

or in research journals. Food attitude tests that were found were for the study of bulimia and anorexia nervosa which would be inappropriate for this study. Therefore, an instru­ ment was developed to measure the student's attitude toward

food, dieting and exercise. To obtain such a measure, pro­

cedures from the book, How to Measure Attitudes, by Henerson

et ale (1978) were fOllowed.

Test construction a~d pilot-testing

The first step was to gather typical opinion statements

about food, diet and exercise that were relevant to the Video

Weight Loss tape and to other food attitude tests. Selected

test items from Lundholm's (1985) attitude test, Stunkard's

(1981) "Restrained Eating" scale, and Garner et al.'s (1982)

"Eating Attitude Test for Female Anorexia Nervosa" were used

for this test. Test items used were relevant to the "Video

Weight Loss" tape, and fell into one of the following cate­

gories: eating for internal reasons, eating for external

reasons, oral control, basic diet and exercise behavior.

Fifty statements related to these categories were written.

These fifty statements were pilot-tested using fifty college

students enrolled in Education 301 at Iowa State University 34 during Spring Semester, 1985. Students responded to these statements using the following Likert-scale attitude measure- ment continuum:

1 .:: always 2 = often 3 - sometimes 4 = seldom 5 .:: never

An item analysis of these test items determined the twenty best statements. They were used as the FEAT test that was administered to the treatment groups. The opinion state- ments in FEAT were stated in both the positive and the nega- tive so students had to think through each answer and not respond in a pattern. The reliability of FEAT test was de- termined to be .72 using the Cronbach Alpha Technique. This reliability estimate was determined using the formula in

Figure 1.

n (1 _ I;IV) n-1 TV

n - number of items

IV .:: item variance

TV .:: total variance

Figure 1. Cronbach Alpha formula 35

Procedure

Contact was made with John Koenig, President of Self

Improvement Video, Inc. ln order to secure two variations of the "Video Weight Loss" tape: one containing subliminal messages and one without subliminal messages.

Subjects for this study were recruited through adver­ tisements in the Iowa State Daily, and by flyers posted in buildings throughout campus. Subjects were not required to be overweight, or to have any other weight characteristic, but all were required by the Human Subjects Committee to obtain a medical clearance from a doctor.

Several weight "treatment studies have had a high rate of attrition. Blaylock's (1979) study on treatment of obesity had a 44% drop-out rate, and a 13% failure to meet criterion.

To avoid this problem, several steps were taken. Orientation sessions were conducted to explain the study, detail the responsibilities of participation, answer questions, and emphasize how boring it might be watching the same tape five days a week for a total of 25 times. Participants were told to examine their schedules and activities critically to see if they had enough time to participate in this study. A central location, the Iowa State Library, was selected for the viewing of the tapes. The Media Center in the library had several videotape players and was given several copies of each version of the "Video Weight Loss" tape. Subjects 36 were given a schedule of Media Center hours and divided into four color-coded groups. Two groups viewed the videotapes with the subliminal messages and two groups viewed the video­ tapes without the subliminals. Four groups were used to help equalize wear on the videotapes, and to prevent them from knowing which category of videotape they were viewing.

The cost of the medical clearance, plus twenty dollars, were paid to participants who completed the study. During the study's treatments, all participants were called by the researcher to see if there were any difficulties or problems in their participation, and to encourage their continued participation.

Fifty-nine volunteers signed up for the study. They were weighed, glven the skinfold test, and administered the

FEAT pretest. They also signed up for fifteen-minute session where they were to be given the posttest and reweighing.

They were then randomly assigned to treatment groups, and were presented with a color-coded card indicating the video­

tape they were to watch. The videotape could be viewed only

once a day, and the card needed to be stamped with a special

stamp used for the study. This card was also dated by the

library assistant. Subjects were required to view the video­

tape twenty-five times during the thirty-seven-day period.

This was approximately five viewings per week.

After the thirty-seven-day period, subjects returned to 37 be weighed, were glven the skinfold test, were given the FEAT posttest and were required to complete the FIR. The FEAT posttest was the same as the FEAT pretest, with the questions in reversed order (Appendix). These were all measures of the dependent variables. Participants also answered de­ scriptive and treatment quality questions.

Ten days later, seventeen subjects were randomly se­ lected to be reweighed. The data were analyzed using t-tests and the Pearson Correlation. Descriptive statistics were obtained and examined in order to report conclusions.

Treatments

The videotapes used ln this study, "Video Weight Loss

Programming", were developed in 1983 by John Koenig of Self

Improvement Video, Inc. Two videotapes were used: one with visual and audio subliminals (the commercially available ver­ sion), and one without subliminals. Each videotape was twenty-two minutes long and the perceptible content of each videotape was the same. Though some slight differences be­ tween the tapes existed (Appendix), it was determined that these differences had no effect on content.

In order to accommodate fifty-nine subjects viewing the tapes daily, Self Improvement Video, Inc. provided eight copies of each type of videotape. To equalize wear and hinder

subjects' knowledge of the type of tape they were assigned to, 38 each subject was issued a color-coded card. The blue and green groups were control subjects. They watched the "Video

Weight Loss" tape without the subliminals. The yellow and orange groups (experimental subjects) watched the "Video

Weight Loss" tape with the subliminals.

The content of the videotapes was basic, accepted in­ formation on diet, exercise and weight control. The video­ tapes opened with scenes of running water while the narrator urged relaxation.· Plates of donuts, candy bars and fried chicken revolved on the screen, and the viewer was told to resist these foods by saying, "No thank you." During the course of the videotape viewers were told to eat slowly, take

small bites and chew thoroughly. They were instructed to drink up to eight glasses of water and exercise daily. Sev­

eral types of exercises were demonstrated as the subliminal

audio message, "YOU CAN LOSE WEIGHT NOW" was repeated 200

times during the music sequence. The visual subliminals

were one-frame edits that were flashed every five to ten

seconds at a speed of one-thirtieth of a second. This was

below most people's ability to perceive them. These messages

were "EAT LESS", "GET ACTIVE", "CALM", "EAT SLOW", and "YOU

CAN 00 IT". Both videotapes stated that they contained sub­

liminal messages and the messages were printed on the screen

during the introduction. The videotapes for the control

group had no subliminal messages, though the viewers were 39 told that they did.

Both videotapes began with scenes of flowing water and viewers were told to relax. The female narrator spoke in a relaxing, unhurried tone and stressed several ideas such as saying no to bad foods, of drinking plenty of water and of exercising daily. As the name of the company implied, the videotape-attempted to put the viewer In a relaxed state, so that the information and the subliminals presented would have more of an effect.

Administering Measurement Instruments

On May 1st, 1985, subjects returned for the fifteen­ minute period they had previously signed up for. They were reweighed, all with the same medical scale, and were given the skinfold test by the same person who had measured them previously. Three measurements were taken. The three scores were then averaged, just as in the pretest. Subjects took the FEAT posttest and completed the FIR. A questionnaire on the tapes was filled out, and addresses for payment were collected. "No-shows" were called. Ten days later, seventeen subjects were randomly selected to return and to be reweighed.

Limitations

Even though efforts were made to reduce the influence of

adverse factors that could affect this study, there are some 40 limitations. Several problem areas that might have limited the generalizability of the results included:

1. It was not possible to find an appropriate and rele- vant food and exercise attitude test that was both reliable and valid and that measured attitude toward weight control.

2. There are many factors that influenced an individu-

aI's body weight that could not be controlled in this study.

3. Most of the research in subliminals had been done with a tachistoscope or a projector. No research was found of the use of subliminals in videotape.

4. Because of the school year (semester break, early

summer vacation), it was not possible to maintain contact

with subjects to reweigh subjects one, two, or three months

after the treatment to see how weight and percent body fat

changed.

5. Although an attempt was made to reach all ages of

staff and students, the vast majority of the subjects were

students, ages 18-22. This is probably not representative of

the. buyers of the "Video Weight Loss" tapes. Students who

lived in dormitories and sororities were limited in their

food choices since most were not free to cook as they pleased.

Summary

Prior to the experiment, a Likert-scale food and ex­

ercise attitude test (FEAT) was developed in order to measure 41 people's attitudes toward food and exercise. To begin the experiment, fifty-nine subjects who had responded to adver­ tisements were randomly assigned to one of two groups-­ control (videotape without subliminals) and experimental

(videotape with subliminals). After viewing their videotape twenty-five times, subjects were reweighed, given skinfold tests, administered the FEAT posttest, given the FIR, and asked to complete the descriptive questionnaire. Scores were then used to test the hypotheses. 42

CHAPTER 4. RESULTS

Results of weighing, reweighing, skinfold measurements,

FIR (Food Intake Recall), and pre and post FEAT (Food and

Exercise Attitude Test) for fifty-one subjects were used in

the statistical analysis of this study. Each subject viewed

either the "Video Weight Loss" tape with subliminals, or

the "Video Weight Loss" tape without subliminals, twenty-five

times within a thirty-seven-day period. A pretest and post­

test were utilized to obtain one of the dependent variables

(subject's attitude toward food and exercise). Weighings

and skinfold measurements, revealing percentage of body fat,

and FIR, revealing incidence of high-calorie, low-nutritional

food intake, were utilized to obtain the other dependent

variables (subject's behavior toward food and exercise).

This chapter contains the results of tests used to

evaluate the experimental hypotheses. T-tests were utilized

to determine significance.

Tests of Main Hypotheses

Each hypothesis was examined for significance using the

appropriate measure (t-test). A total of five t-tests and

one Pearson Correlation were executed. Descriptive statis­

tics were also calculated for each hypothesis.

The videotape viewed by subjects was the treatment ad­

ministered. There were two treatments. 43

1. Videotape on weight loss containing subliminals.

2. Videotape on weight loss not containing subliminals.

Hypothesis 1: Subjects viewing the videotape with the subliminals will show a greater weight loss than those view­ ing the videotape without subliminals.

The descriptive statistics shown in Table 1 indicated that the subjects assigned to the weight loss videotape with subliminals weighed less initially (x = 139.47 lbs) than those assigned to the weight loss videotape without subliminals (x = 141.53 lbs). After weighing at the end of the treatment, the change in weight was obtained by subtracting initial weight from weight after treatment.

The t-test in Table 1 indicated that the viewers of the videotape with the subliminals lost an average of 1.84 pounds compared to the control group which lost an average of 2.66 pounds. Hypothesis 1 was not accepted.

Hypothesis 2: Subjects viewing the videotape with the subliminals will show a greater loss in percentage body fat than those viewing the videotape without subliminals.

The descriptive statistics shown in Table 2 indicated that the subjects assigned to the weight loss videotape with sUbliminals had a greater percentage of body fat initially, though they weighed less (Table 1) than the subjects assigned 44

Table 1. t-testl Viewers of weight loss videotape with sub- 1imina1s vs viewers of weight loss videotape with­ out sub1imina1s in weight loss (Hl )

A. Descriptive statistics Weight Before After treatment treatment Weight loss

Viewers of x = 139.47 x = 137.63 x = 1.84 1b videotape loss with SD = 22.33 SD = 23.30 SD = 2.91 subliminals N - 27 N = 27 N = 27

Viewers of x = 141. 53 x = 138.87 x = 2.66 1b videotape loss without SD = 15.67 SD = 14.82 SD= 3.12 subliminals N = 24 N = 24 N = 24

B. t-test

Group N Mean SD t value t prob

Viewers of videotape 27 1.84 lb loss 2.91 with sub1imina1s

Viewers of videotape 24 2.66 lb loss 3.12 without sub1iminals

aNS = not statistically significant. 45

Table 2. t-test: viewers of weight loss videotape with sub- 1iminals vs viewers of weight loss videotape with­ out sub1iminals in loss of percent body fat (H ) 2

A. Descriptive statistics Percent body fat Before After treatment treatment Body fat loss

Viewers of x = 30.50 x - 30.09 x = .41 loss videotape with SD - 6.05 SD = 6.02 SD = : 1.92 sub1imina1s N - 27 N = 27 N = 27

Viewers of x = 28.10 x = 27.57 x = .53 videotape without SD = 6.76 SD = 7.09 SD ,- 2.29 subliminals N = 24 N .:: 24 N .:: 24

B. t-test

Group N Mean SD t value t prob

Viewers of videotape 27 .41 loss 1.92 with sub1imina1s a .19 NS Viewers of videotape 24 \.53 loss 2.29 without sub1iminals

aNS = not statistically significant. 46 to the weight loss videotape without the subliminals. After skinfold measurements were taken at the end of the treatment, the change in percentage of body fat was obtained by sub­ tracting initial percentage body fat from percentage body fat after treatment.

The t-test in Table 2 indicated that the viewers of the videotape with the subliminals lost an average of .41 percent body fat compared to the control group which lost an average of .53 percent body fat. Hypothesis 2 was not accepted.

Hypothesis 3: Subjects viewing the videotape with the subliminals will show a better attitude toward eating healthier foods and exercising than those viewing the video­ tape without subliminals.

The descriptive statistics shown in Table 3 indicated that the subjects randomly assigned to the weight loss video­ tape with subliminals scored lower initially on the FEAT pre­ test than those assigned to the weight loss videotape without subliminals. After the administrating of the FEAT posttest, the change of attitude was obtained by subtracting pretest scores from posttest scores.

The t-test in Table 3 indicated that the viewers of the videotape with the subliminals showed an improved attitude toward food and exercise of 11.18 points compared to viewers of the videotape without the subliminals which showed an improved attitude toward food and exercise of 7.37 points. 47

Table 3. t-test: Viewers of weight loss videotape with sub­ liminals vs viewers of weight loss videotape with­ out subliminals in food and exercise attitude change (H ) 3

A. Descriptive statistics Attltu. d e a FEAT pretest FEAT posttest Attitude change

Viewers of x - 56.19 x = 67.37 x=11.l8 videotape with SD = 7.45 SD = 6.83 SD - 9.28 subliminals N = 27 N = 27 N = 27

Viewers of x = 62.46 x = 69.83 x - 7.37 videotape without SD - 7.55 SD = 7.81 SD = 7.56 subliminals N - 24 N = 24 N = 24

B. t-test

Group N Mean SD t value t prob

Viewers of videotape 27 11.18 9.29 with subliminals 1.44 Viewers of videotape 24 7.37 9.56 without subliminals

aHigher scores indicate a more positive attitude. bNS = not statistically significant. 48

However, the difference between the two groups was' not statistically significant, and hypothesis 3 was not accepted.

Hypothesis 4: Subjects viewing the videotape with the subliminals will record fewer incidents of high-calorie, low-nutritional food intake than those viewing the videotape without subliminals.

The descriptive statistics and t-test shown in Table 4 indicated that the subjects assigned to the weight loss video­ tape with subliminals reported an average intake of 3.15 servings of high-calorie, low-nutritional foods, during the

24-hour period of April 30 - May 1, after treatment, com­ pared to the control group who reported an average of 2.21 servings. Hypothesis 4 was not accepted.

Hypothesis 5: Subjects viewing the videotape with the subliminals will be able to maintain the weight loss for a longer period of time than those subjects viewing the video­ tape without subliminals.

The descriptive statistics and t-test shown in Table 5 indicated that a random sample of eight subjects assigned to the weight loss videotape with subliminals reported a gain of .31 pounds 10 days after treatment (May 10, 1985) compared

to a loss of .53 pounds from a random sample of nine subjects

assigned to the weight loss videotape without subliminals. 49

Table 4. t-test: Viewers of weight loss videotape with sub­ liminals vs viewers of weight loss videotape with­ out subliminals in Food Intake Recall of high­ calorie, low nutritional servings of food (H4 )

A. Descriptive statistics

Food Intake Recall after treatmenta

Viewers of x = 3.15 videotape with SD = 2.92 subliminals N = 27

Viewers of x - 2.21 videotape without SD = 2.57 subliminals N = 24

B. t-test

Group N Mean SD t value t prob

Viewers of videotape 27 3.15 2.92 with subliminals b 1. 21 NS Viewers of videotape 24 2.21 2.57 without subliminals

aHigher numbers indicate a higher incidence of intake of high-calorie, low-nutritional foods. bNS = not statistically significant. 50

Table 5. t-test: Viewers of weight loss videotape with sub­ liminals selected at random vs viewers of weight loss videotape without subliminals selected at random in weight loss ten days after treatment (H5 )

A. Descriptive statistics

Reweigh ten days after treatment

Viewers of x :: .31 Ib galn videotape with SD - 1. 77 subliminals N ::: 9

Viewers of x ::: .53 Ib loss videotape without SD :: 1.09 subliminals N ::: 9

B. t-test

Group N Mean SD t value t prob

Viewers of videotape 8 .31 Ib galn 1. 77 with subliminals a .61 NS Viewers of videotape 9 .53 Ib loss 1.09 without subliminals

aNS - not statistically significant. 51

The change ln weight was obtained by subtracting the weight after treatment on May 1, 1985 from weight on May 10, 1985.

Hypothesis 5 was not accepted.

Summary

Attitude and behavior toward food and exercise were analyzed. Subjects were randomly assigned to view either the weight loss videotape with sUbliminal messages or the weight loss videotape without subliminal messages. Descrip­ tive statistics and t-test were utilized to determine statis­ tically significant differences.

Testing of the main hypotheses revealed no significant differences for any of the five hypotheses. The differences between the viewers of the weight loss videotape with or without subliminal messages in regard to change in weight, change in percent body fat, change in attitude, in food intake, or change in weight ten days after treatment were

all found not to be significantly different. 52

CHAPTER 5. CONCLUSIONS

Subliminal perception has fascinated many for more than two thousand years. Despite claims for the influence of sub­ liminals, questions remain as to the effectiveness and appli­ cation of subliminal messages. The mystique that surrounds subliminals has attracted the public to purchase products containing them in hopes that their lives will be enhanced with minimal effort.

This study evaluated a commercially available product containing subliminals in order to determine the effective­ ness of the subliminal messages. Specifically, this study's purpose was to see if viewing a commercially prepared video­

tape containing written and aural subliminal messages waS more effective at producing weight loss in viewers than was

a videotape containing the same content but with no sub-

1imina1s.

Summary of Results

Results of weighing, reweighing, skinfo1d measurements,

FIR (Food Intake Recall) and pre and post FEAT (Food and

Exercise Attitude Test) of fifty-one subjects were used in

the statistical analyses of this study. Each subject viewed

either the "Video Weight Loss" tape with sub1iminals or the

"Video Weight. Loss" tape without sub1iminals, twenty-five

times within a thirty-seven-day period. Testing was conducted 53 to obtain measures of subject's attitudes and behaviors toward food and exercise. The FEAT pre- and posttest were utilized to obtain one of the dependent variables (subject's attitude toward food and exercise). Weighings, skinfold mea­ surements, and the FIR were utilized to obtain the other de­ pendent variables (subject's behavior toward food and exer­ cise). T-tests were used to determine the statistical sig­ nificance of differences between the two groups. All hy­ potheses mentioned in Chapter Four were not accepted. In other words, it was not possible to statistically demonstrate the effectiveness of subliminal messages.

One can only speculate as to why no statistically sig­ nificant results were produced. However, the repetition in the content of the videotape might be rendering the subliminal messages to be ineffective. Each videotape contained the same content of basic diet and exercise information which stressed that the viewer should eat less, exercise more, eat slower and relax. The subliminal messages were precisely the same, and thus, were repetitious of the videotape's content, and this reduced their effectiveness. It is also possible that subliminal persuasion and behavior change do not work.

Another reason there were not statistically significant differences between the groups was that both groups were sensitized to the fact that this was a weight loss program.

They were aware of the approaching "swimsuit" weather and, 54 when they volunteered to participate in this study, both groups were probably uniformly motivated to lose weight.

In order to attempt to determine why the hypotheses were not supported by the data, in post hoc research, a Pearson

Correlation was utilized. This was to determine if any re­ lationships existed between the variables (Table 6). Statis­ tically significant correlations were as follows:

1. Change in weight (difference in weight between initial weighing and weighing after treatment) was inversely correlated to change in attitude (difference in attitude toward food and exercise between pretest and posttest).

Specifically, as weight change decreased, the change in attitude was more positive. This result was opposite of what was expected.

2. Change in weight (difference in weight between initial weighing and weighing after treatment) was correlated to FIR (Food Intake Recall). As weight change (loss) in­ creased, the incidence of high-calorie, low-nutritional food intake increased. This result was opposite of what was ex­ pected.

3. Age was correlated to change in body fat (difference in percent body fat between initial measurements and measure­ ments taken after treatment). For older subjects, body fat changed more from pre-assessment to post-assessment.

The first two relationships are difficult to explain. 55

Table 6. Pearson Correlation: Relationships among the variables

Change in Change in Attitude Age weighta body fatb changeC FIRd

Age .0048 .2275 .1648 -.0961 (51) (51) (51) (51) p=.487 p=.054 p=.124 p=.251

Change in .4956 -.3345 .3650 weight (51) (51) ( 51) p=.OOO p=.008 p=.004

Change in -.1460 .0592 body fat (51) (51 ) p=.153 p=.340

Attitude -.0016 change (51 ) p=.496

FIR

aChange in weight = difference in weight between initial weighing and weighing after treatment. bChange in attitude = difference in attitude toward food and exercise between pre and post FEAT test.

CChange in body fat = difference in percent body fat between initial skinfold measurements and measurements taken after treatment. ~IR (Food Intake Recall) = incidence of consumption of high-calorie, low-nutritional food. 56

When a Pearson Correlation was performed only on the experi- mental group that viewed the videotape with subliminals, the correlation between change in weight and change in attitude was not significant. Greenwald (1966) stressed that occur-

rence of behavior change does not depend on the prior occurrence of attitude change, or vice versa. However, the

author suggests further examination since a better explana-

tion cannot be given. The third relationship of increase of

age to increase of body fat was not too surprising. The majority of older subjects involved worked at sedentary jobs

and did not have as much available time to exercise as the

college students. Also, older women tend to eat less rather

than increase exercise for weight control.

Upon completion of the treatment, subjects were given a

questionnaire to complete. Questions were concerned with the

effectiveness of the videotape that was viewed. Results

were recorded ln Table 7. The questions asked and a summary

of responses are recorded below:

1. Do you believe you saw the tapes with the subliminals?

Ninety-three percent of subjects assigned to the video-

tape with subliminals believed they viewed the tapes with the

subliminals, compared to twenty-one percent of the subjects

assigned to the videotape without subliminals.

2. no "you feel the tapes are effective?

Seventy-four percent of subjects assigned to the video- Table 7. Responses from viewers of the "Video Weight Loss" tapes with and without subliminals upon completion of the treatment

Viewers of videotape with subliminals Viewers of videotape without subliminals Response % Response %

1. no you believe you saw the tapes with subliminals? Yes 93 Yes 21 No 4 No 71 Unsure 4 Unsure 8

2. Do you feel the tapes were effective? Yes 74 Yes 67 Ul No 22 No 13 ---.) Unsure 4 Unsure 21

3. How did the tapes help? 1. Made me aware of what I ate. 24 1. Made me aware of what I ate. 24 2. Motivated me to exercise 2. Relaxed me. 18 more. 15 3. Helped me eat less. 11 3. Helped me eat less. 15 4. Motivated me to exercise more. 8 4. Relaxed me. 12 5. I drank more water. 8 5. I drank more water. 10 6. I controlled fattening foods. 8 6. I ate slower. 10 7. Tape encourage me. 5 7. I controlled fattening foods. 7 8. I ate slower. 5 8. I took smaller bites. 2 9. I took smaller bites. 3 9. Tape encouraged me. 2 10. Tapes gave reinforcement. 3 10. I drank less alcohol. 2 11. I put food in perspective. 3 12. Tapes offered suggestions. 3 Table 7. (Continued)

Viewers of videotape with subliminals Viewers of videotape without subliminals Response % Response %

4. Would you like to continue watching them? Yes 56 Yes 33 No 44 No 67

5. Would you consider buying the tape if you had a VCR? Yes 42 Yes 30 No 50 No 65 Unsure 8 Unsure 4 Ul en 6. other comments you might have about the experiment: "Worthwhile" "Message good" "Helped my eating habits" "Good program" "Made me sleepy and hungry" "Would like to see before eating" "Would like to see before eating" "Boring" (three comments) "Boring" (three comments) "Po si ti ve" "Bouncing exercises" 59 tapes with subliminals felt the tapes were effective, com­ pared to sixty-seven percent of the subjects assigned to the videotape without subliminals.

3. How did the tapes help?

Both groups reported the same top five responses; twenty­ four percent in each group said that the tapes made them more aware of the foods they ate. Other responses indicated the tapes made them feel relaxed, helped them eat less, and moti­ vated them to exercise more and to drink more water.

4. Would you like to continue watching the tapes?

Fifty-six percent of the subjects assigned to the video­ tape with subliminals responded yes, compared to thirty-three percent of the subjects assigned to the videotape without subliminals.

5. Would you consider buying the tape if you have a VCR?

Forty-two percent of the subjects assigned to the video­ tape with subliminals said they would buy the tape if they had a VCR, compared to thirty percent of the subjects assigned to the videotape without subliminals.

6. Other comments you might have about the experiment: Both groups reported that the repetition of daily view­ ing became boring, but the videotape would be good to view before eating. All other comments are recorded in Table 7. According to these responses, the viewers of both groups were generally aware if they were or were not receiving the subliminal messages. However, the viewers assigned to watch 60 the videotape with subliminals were more favorable to the continuation of this type of weight loss program. The majority of both groups felt the videotapes were effective.

When asked how the tapes helped, the most popular response for both groups viewing the videotapes was that it made them aware of what they ate. This awareness was stressed throughout the

content of the videotape.

The remainder of the responses from both groups were also

quite similar. The viewers of the videotape with subliminals

received the subliminal message "CALM", although viewers of both groups said the tape relaxed them. Another subliminal message was "EAT LESS", yet both groups said the tape helped

them eat less (ranked third). The subliminal message "YOU

CAN 00 IT" was flashed visually, plus the audio message "YOU

CAN LOSE WEIGHT NOW" was compressed and transmitted with music

on the videotape with subliminals. There was a difference

however. The comment that the tapes encouraged them was men­

tioned more by the viewers of the videotape without sub­

liminals than by the viewers of the videotape with subliminals.

This might reconfirm the previously stated idea that the sub­

liminal messages were too similar to the content and were more

repetitious of that content, so that the subliminal messages

were possibly rendered ineffective because they were not

needed. 61

Recommendations for Further Study

There are four major recommendations to be made for

those who would wish to replicate or make improvements on

this study. One is to improve the FEAT pre- and posttest

to improve its reliability and ensure its validity.

The second recommendation is to start the study earlier

ln the school year in order to allow sufficient time for

reweighing, one, two, and three months after treatment. Re­ weighing ten days after treatment probably did not allow

enough time to determine the long-term impact on the sub­

liminal messages. This would also allow subjects to receive

periodic reinforcement from the videotapes.

The third recommendation would be to recruit participants

who have access to kitchen privileges. This would alIos par­

ticipants to more easily apply what the videotapes advocated.

Most of the subjects participating in this study lived in

dormitories and sororities. This limited their choices of

food.

The fourth recommendation is to conduct this same study

with the same tests and measures, but use an entirely differ­

ent videotape and topic, such as one dealing with relaxation.

Have one group view this videotape without subliminal mess­

ages and one group view this videotape with subliminal mess­

ages of "EAT LESS", "EAT SLOW", "GET ACTIVE", and "YOU CAN

DO IT". After obtaining measures of subjects' attitudes and 62 behaviors toward food and exercise, we would have a clearer understanding of the effectiveness of the subliminal messages.

Summary of Conclusions

This study found that a commercially prepared videotape containing written and aural subliminal messages was not more

effective at producing weight loss in viewers than was a videotape containing the same content but without subliminals.

An analysis of results and responses from subjects indicated

that this might have been due to the fact that the subliminal messages were identical to the perceptible content presented

in both videotapes. The additional repetition of the con­

tent in the form of subliminal messages was probably not

better than the presentation of the content without the sub­

liminal messages. A better test of the effectiveness of

these messages might have been to use a videotape not related

to food with food and exercise subliminal messages on the

videotape.

Synopsis

The purpose of this study was to see if viewing a com­

mercially prepared videotape containing written and aural

subliminal messages was more effective at producing weight

loss in viewers than was a videotape containing the same

content, but with no subliminals, as determined by change in 63 behavior and attitude.

The food and exercise attitude test (FEAT) was developed by the researcher of this study. FEAT was determined to have a reliability of .72. Data from FEAT, weighings, skinfold measurement, and FIR (Food Intake Recall) were analyzed by means of t-tests. No significant difference between the two treatment groups were found. Post hoc analysis utilizing the Pearson Correlation revealed a relationship between change in weight and change in attitude.

The research did not support the main hypothesis of this study that a commercially prepared videotape containing sub- liminal messages is more effective at producing weight loss in viewers than was a videotape containing the same content but with no subliminals. However, the author recommends further research into the effectiveness and application of sUbliminal messages. 64

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ACKNOWLEDGMENTS

I would like to thank Dr. Michael R. Simonson for his help and encouragement throughout this project. Thanks are also extended to Cheryl Barber, who performed the skinfold measurements, to John Koenig, who enthusiastically provided

all the videotapes, to the media staff at the I.S.D. Library

for their assistance, and to members of my committee, Dr.

Tom Andre and Dr. Karl Friederich, for their suggestions and

comments.

Thank you Mom and Dad for your continual love and

support, and to all my friends and family who shared this experience with me. 72

APPENDIX

Page

Flyer Advertising for Subjects 73

Ad Appearing in the Iowa State Daily Advertising for Subjects (March 20 and 21, 1985) 74

Letter to Participants Explaining the Study 75

Medical Clearance 76

Pre-Test Questionnaire 77

Food and Exercise Attitude Pre-Test 78

Individual Skinfold Record for Young Women 79

Individual Skinfold Record for Middle-Aged Women 80

Individual Skinfold Record for Young Men 81

Post-Test Questionnaire and Food Intake Recall 82

Food and Exercise Attitude Post-Test 83

Letter from John Koenig 84

Insert Accompanying the Video Weight Loss Tapes 85

First Letter to John Koenig 87

Second Letter to John Koenig 88

Final Letter to Participants 89

Summary of Results Sent to Participants 90

Data on Subjects 91

Human Subjects Form 93 73 IF YOU ARE INTERESTED IN LOSING WEIGHT THIS MONTH

READ ON:

The Video Evaluation Project Is lookIng for volunteers to watch a weight loss videotape desIgned to help people eat less and exercise more: This 22 minute tape~ complete with subliminal effects will guide you through a rational step-by-step program. Volunteers viewing the tape 25 _ timesl can earn UP to $25. If YOU want to lose weight~ this may be just the support YOU need~ For more information attend one of these orientation meetings: ·Wed,) March 20) 40m in Room 212 Memorial Union

·Thurs.~ March 211 4pm or 5pm In Rm 1939 Memorial Union (right off the commons)

Questions can be directed to Meg Treimer J 294-9997.

TRY TO LOSE WEIGHT AND GET PAID $$ 74

:**************** • VOLUNTEERS : : To Vbtcb Weiabt lcm VideotApe : • OtISlCned 10 h • ., you Ioee" : welUhl View tape 25 times & .. • eElm up 10 $25. FOf more Infor· ,. 1'mahon, attend 1 01 lt10se sos·" l' lOOns. Wed, M& 20, 4 p.1TI : f:Room ~12 Memorltll UnIOn. l' Thurs., MIU. 21, 4 or 5 pm: -if Room 1 9J!J Memonal Unl<.'11 ,. +: ICommons) or call MeO. ,. +: 294·9~97 It ! .•.....••••..•.: VIDEO EVALUATION PROJECT 75 N031 Q{LacL'tculgte., rsu MMgMet T./te..-Unc,'t, P'UH£:-ipa£. I HI.!e.,~ tigato't Mic.hau Simon6cl1, P,'to SC-HOll.

Dear Participant: As a participant, you will be asked to view a videotape program on weight loss. This videotape program is designed to supplement and support any changes you want to make by eating less and exercising more. You can use it with or without a diet and exercise plan, but for maximum benefit, you should use it with a diet or exercise plan suitable for your r.eeds. The videotape is twenty-two minutes long. Some of the tapes have subliminal messages and some of them do not. A sample of the messages is EAT LESS, EAT SLOW, GET ACTIVE ... These messages are not harmful and are introduced at the beginning of the tape. Participants will be expected to view the tape 25 times within a period of 36 days (March 25-Apri1 30). This time period includes weekends and Easter. Participants are asked to choose which days they prefer to view the tape during this period. The tape cannot be viewed more than once per day. As a participant, you will be weighed and given a skinfold test and take an attitude test on eating at the beginning and end of the te5tin~ period. The skinfold test determines percentage of body fat. It is painless and takes just a few minutes. A few participants will be asked to be reweighed on May 10th. All information collected will be confidential, with student 10 numbers used for the pairing of data. Access to this information will be available only to the researchers. Names and addresses will be collected only for the issuing of checks. Upon completion of the testing, participants who have a validated card showing they viewed the tape 25 times during March 25-April 30, have been weighed, given the skinfold test and filled out the attitude test at the beginning and end of the testing will be paid S15-525. All individual data will be destroyed by September, 1985, and no records will be kept. Before you are approved to participate in this program, you must get a doctor's approval. If you are a student and have paid the health fee this semester, you can get the approval by your doctor at the Student Health Service on the ISU campus at no charge. If you are a student or staff member and have not paid the student health fee, The Video Evaluation Project will pay the $6 health fee for you at the Student Health Service. The approval is necessary to assure us that you are in good health and participation in a weight loss program will not be detrimental to your health. Usually this approval involves only a record search. Have it signed and return it to me when you are weighed. If you are not able to complete your important part in this study, you may drop out, but because it is important to have participants who will complete the entire program, I ask that you carefully consider your desires and time commitments before undertaking this study. Let me know if you decide not to continue participation by calling 294-9997 or stopping at my office at N158 Quadrangle. Thank you for your interest. 76 VIVEO EVALUATION PROJECT N031 Qua~tangie, ISU Maltgaltet T-'te..i.meJt, PJU.nupa.i Inve6-ttgatoJr. Mic.haei S.i.moYL6on, PJr.one6·!IoJr.

Name"------Address ______Phone ______

------Date ------

To the Physician: This patient has requested to participate in a research study which involves viewing a videotape program. This videotape is designed to use subliminal messages to convince people they should eat less in order to lose weight. It is designed to supplement one's diet and exercise plan. The weight loss tapes contain the following subliminal messages: EAT LESS, EAT SLOW, GET ACTIVE, CALM, and YOU CAN DO IT. The information presented on the tape is basic, accepted information about proper diet, exercise, and weight control. Viewers are advised to drink several glasses of water and exercise daily and are shown what foods should be avoided. Our goal is to discover if subliminal messages have any influence on the viewer's attitude and behavior related to eating healthy foods and exercise. Participants are allowed to withdraw from the study at any time. Before this person can participate in the viewing of these tapes and undertake a diet or exercise program of their choice, it is necessary that the patient's health and medical history be checked to assure us that participation in a weight loss program of the patient's choosing will not be detrimental to the patient's health. Any questions can be directed to me at 294-6840 or 294-9997. I r·

I would like to participate in this study of subliminal messages involving weight loss messages. I have informed the physician noted below of the diet I plan to follow. Participant's signature I approve of participation in his/her chosen weight loss program and viewing of the videotape program as previously described.

Physician's signature 77 Name ------Address ------

Phone ------

Age _____ Sex-----

Do you feel you are overweight?______How many pounds? ------Are you planning any special weight reduction programs? ------What are you planning on doing? ------

GOOD LUO'I -----

Don't forget to sign up to be reweighed on May 1 before you go! 78 Please place an (X) under the column which applies best to each of the numbered statements. All of the results will be strictly confidential. Most of the questions directly relate to food, eating and exercise. Please answer each question carefully. Thank you.

til Q) E til >, >, t: +-' ~ !O... ~ Q) Q) Q) Q) 3: .., E !O... > ~ 4- 0 ~ Q) c:( 0 V) 0::: Z ( ) ( ) ( ) ( ) () 1. I am aware of the calorie content of foods I eat. ( ) ( ) ( ) ( ) ( ) 2. I eat when I am not hungry. ( ) ( ) ( ) ( ) () 3. I eat faster than others. ( ) ( ) ( ) ( ) () 4. I can lose weight when I try. ( ) ( ) ( ) ( ) () 5. I follow a daily scheduled program of exercise. ( ) ( ) ( ) ( ) () 6. I am self-conscious about my weight. ( ) ( ) ( ) ( ) () 7. I exercise because I enjoy it. ( ) ( ) ( ) ( ) () 8. Even if I'm full, if something looks good I'll eat it. ( ) ( ) ( ) ( ) () 9. I do not eat some foods because they make me fat. ( ) ( ) ( ) ( ) ( ) 10. Eating helps me relieve depression. ( ) ( ) ( ) ( ) ( ) 11. I drink several glasses of water daily. ( ) ( ) ( ) ( ) ( ) 12. When I feel rejected or lonely I eat. ( ) ( ) ( ) ( ) ( ) 13. If I am hungry I eat fast. ( ) ( ) ( ) ( ) ( ) 14. Exercise makes me feel calmer. ( ) ( ) ( ) ( ) ( ) 15. count calories. ( ) ( ) ( ) ( ) ( ) 16. consciously eat less than what I want. ( ) ( ) ( ) ( ) ( ) 17. I exercise at least three times a week. ( ) ( ) ( ) ( ) ( ) 18. I am very conscious of what I eat. ( ) ( ) ( ) ( ) ( ) 19. When I get nervous I eat. ( ) ( ) ( ) ( ) ( ) 20. I cut my food into small pieces. 79

Young Hemen

We 1 ght______Weight

Personal Mc8QULem~l1ts Pereone 1 ~!e8sure:nent8

Supr8111~c Btlpralli~c ,---.---~ ..- ______nv ______

Th1gh___ •. _. ___

.__ .. _---- &V

COiwers1ono

Sup:m111.ooc______.,. ____

1111gh --_.-----. .. ..

DEtiS!l'Y DENSi'ii (Body i't:t:)_,._._~._ .... _,_. (POdj9 Fc'!\~). ___ .______80 Middle-age Women weight------

Personal Measurements Personal Measur0ments

Axilla------Axi1la------i1V ------_._--- ;lV

-.------

Thigh---.------Thigh______av

------

,\ :.: ill a i\ v

f)1~!1S it Y liensitv (Bodv F:lt) (Body Fat) ______------81 Young Men

Weight______We ight.______

Person.::J1 Heasurements i'ersnnal Ml';JSllrcments Chest------Chest------

______L1V

Subscapular Subscapul.ar------

;IV

Thigh------Thigh__ . _____.______dV ~IV ------

Conyers iun:; C:uIlversiuns

Chf'St av------Chest av---

SlIbsCilPU I ar ,IV ______

Thigh av Th:i I,ll av------

Density Density (Body Fat)_.______(Body Fat ) ______82

Name ------Number

Address ------Soc Sec No ------

Checks will be mailed by May 31 (the latest)

1) What color group were you in? ------2) Do you believe you saw the tapes with the subliminals? vJhy? ______

3) Do you feel the tapes are effective? ------4) How did they help you? ______

5) Would you like to continue watching them? ------6) Would you consider buying the tape if you had a VCR?

7) Other comments you might have about the experiment: ------

------

This information is confidential. Your name will not be oiven out or placed on a mailing list.

Would you briefly record the food you have eaten in the past 24 hours:

Breakfas t Lunch Dinner Snacks

Thank you very much for your partici ation! Would you like the results of the study sent to you at the above address? 83

Please place an (X) under the column which applies best to each of the numbered statements. All the results will be strictly confidential. Most of the questions directly relate to food, eatinq and exercise. Please answer each question carefully. Thank you.

(j') QJ E (j') >, c::: ..... ro QJ QJ :3 ..... E ..- 4- 0 cl: 0 (/') ()()()()() 1. I cut my food into small pieces. ( ) ( ) ( ) ( ) () 2. When I get nervous I eat. ( ) ( ) ( ) ( ) () 3. I am very conscious of what I eat. ( ) ( ) ( ) ( ) () 4. I exercise at least three times a week. ( ) ( ) ( ) ( ) () 5. I consciously eat less than what I want. ( ) ( ) ( ) ( ) () 6. count calories. ( ) ( ) ( ) ( ) () 7. Exercise makes me feel calmer. ( ) ( ) ( ) ( ) () 8. If I am hungry I eat fast. ( () ( ) ( ) ( ) 9. When I feel rejected or lonely I eat. ( ) ( ) ( ) ( ) ( ) 10. I drink several glasses of water daily. ( () ( ) ( ) ( ) 11. Eating helps me relieve depression. ( ) ( ) ( ) ( ) ( ) 12. 1 do not eat some foods because they make me fat. ( ) ( ) ( ) ( ) ( ) 13. Even if I'm full, if something looks good I'll eat it. ( ) ( ) ( ) ( ) ( ) 14. exercise because I enjoy it. ( ) ( ) ( ) ( ) ( ) 15. I am self-conscious about my weight. ( ) ( ) ( ) ( ) ( ) 16. I follow a daily scheduled program of exercise. ( ) ( ) ( ) ( ) ( ) 17. I can lose weight when I try. ( ) ( ) ( ) ( ) ( ) 18. I eat faster than others. ( ) ( ) ( ) ( ) ( ) 19. I eat when I am not hungry. ( ) ( ) ( ) ( ) ( ) 20. am aware of the calorie content of foods I eat. Self Improvement Video, Inc.

;-:eg 'T'Trjrer In:,t .... ,·ct. inn "11 V. rl j ct 'lppartrrlcnt T0~"'i ,~t£:tE:~ 7;ni vc'rsit~r AI'lcs, J O~'Tct r.;OOD.

3crry I,'or thH sl::rt dela;r. :"8 I.(>()~ r'~' ."t. C't1.r !)r0rl'('t~.0f1 archi\-f;S ~m(1 "T<>r<3 r1o.qsnd tn -:'if1r. t.lJe r;o:'l;r !r:rrn~w:i :::.tur. ·;'irJpo vnrs40n

l'IJ.f1rkerl "A" on t,J-,f' 'l.ri ")('tAfP lr:h fnJJc~·":"" C'y~" c r, ~~, 1. ~,)I 1::; :

A) ':'hf' "A" l'(""';;j Cy ,"'.:1S no ~"h] i;r.:r.'lJ. ;'lP~~'?C:':" ;~b,.,t:,c"Vf!r. Tn t,h,:> !"r~" \rors~ nn J.hprp ?rC

'U\-,' ' .. 71.r: v;.(~~O r~l~~"}.~r"1 ~ncl}.f~ -- 0r.~ r'\o"~;r,." ::'c' :t.s -­ :-re C\~, f1:'!)tn,' :It Pol" :ct;',r~, ,"'~ cl'>~ '-""'pr'p·'. ~hf'" ,"wi i0 f;111',l ;rn;l"nl;; -- ;"1'" ~·:-,;·~r;,.,t('::. ~'1CJ !'PC (\~'dt l' d"ri nr thf' 1''11 sir. Sp.~l ) ',1 ~ce .s t ":' T'T r; py ,~Tr,~·." hi :'rowidp!'('(', PI 1,;), "~d,('r Tnl"l '1"~r';0:0-- (lre n" tJ'c. r\rr.:J~·~p. y'0P "',\":,T T/"\,~~~ T'::"TG~1J.

:1) The !tAli w:rc: i 0Y' 11SPS ,1 ",.Torr' cr,-'p]II t.o :in-:-'rO(:l1c~' !-_hE' prof~"'.1'·L;ni ·i.r,,,t."ad 0" 2 ""yr'Lotic: (~:\-('". T rpr-<1rrl thf' '!;'1':'.otic "'ye ;It. l-.h'-~ hMlrl of -t-,j1A r (";10::'(' ip', ,.' 'rS; "'''1 '1, an ;r't"rr-st.cr,;· T!r~,y t,n "f\0!'\ t,he rr(H'''''';:>!11 (lr.c1 r~ct. {13 1tltPITCl!. t.o tJl'll? (·~·rlcprd· .•

':'l~('rt~ is 2. 3 ~~r:C0n(~ cl_~':"he i1'" 7.0P ·'!l." vr'r~;or. ddch I do not. [)(--':!,-;p'r" " i1.~ h' :;+rpr7,~f1r on U-~n. rf':'1~1t.s of YOl'r trst.

D) TIl!) "~II v('rsi ,() Y\ hRS t;()j11A "('1"."T't,'r:rr'" of "'he :~c'~ne;~ (lnrinr Lht' 0:":"!'(';-'" ~:('''1''''''C''. '!'r~.s ,'1GR-l,:~ i;; r; r("':f'15(~ (,;'''rrt ·,('to 'j:'.-:-',' Y'Rl ~,o t,},," rrnr:r;:O'::"'!1r.

T think thp. t,·/() '!('rs~nn.'~ 1.-TC' ;'r.-' ~""()T,r~.rlin!' (t·.ro rnr4,l~" rlr "~('h -in 'ms~ vrill Five you n clean. .'1nd :-;; F'11i"4 r;>nt tfl~:t. 1.T(' I-lri' 'T(>ry C.nx:ic'11S .'1rOl't ~,h" rpsnlts flnd--('nc n ,li~ai,l'--,"r~ ;1f~ :,'011r [-:0T"';('C +,0 hrlr ;" nn:" ":1~' ;.-p can.

C';"Co,)"oJ,r VC1!T~, .. __ ~ ___ ~~

SUIlAl283. 77 Ives Stroe~ ProvIdence. Rhode<;:'N ~~~ ,o":'''~_' ~'-~r ! c· '~"~ .. , ... I ' 85

How to watch your Hypnovision™ Video for best results.

If you're like most PI'Ople, you've trit'd lI'ilfpOCl'fT to make the changes you want in your life.

Now we'd like to ill\·itl' you to try sOlllething diffi.Tt'nt: lI'ifline'IfJl pf'll"fr . .Just watch your Hypnrl\'ision! \1 Video daily (or as close to it a~ you ("an) Illr Ille next thirty davs alld allllw voundf to "be willing" to II'I il work \VI' think yllu'lllH"

A( lually it meall~ "hl'IIlg \\illillg to 1)(" \\illint;." Alld It'~ ,I tour ~I("p pnlu'ss:

Step One: AckllO\\kdg(' thaI YOII al"l' ha\'illt; diffictllty making the chang!':011 your own (ifvou \\Tn·,,'t Y()U '\I"dd,,'t IUTd IlvPIJ,)\i~i()1I I'logr.tlllllling). Step Two: \'in\ thc \'idt'() at If'rJlt ('''(T it da\' till' Ihl' tirst thil ty days, prl'krably at the salll!' time each day. Step Three: P" walch with a posili\ f' tllI'nt al ;111 itlldl'. \\"h,' demand thaI H vpnovision Progritlnlllillg wllrk /71 'Ii/"f of YOllr~I'Ir:' Step Four: I'lit ,'(l\lr Ihoughts into {\CTI():'\. How do you begin?

JUSI slart walching the \·idl'o onl' day al a tillll". \\'al, hillg alone IS by far bl's\. AI any rate, ple;I'f' Irv to an)id anv talking during till" progralll.

And pit';"" 1I·,n\l· jtldgllll"tll. (;ivf' tilt' program ,lIld \oursl'll .1' kill' e. Results filly be dramatic and lake plan' litnallv 1J\'("mighl or tilt'\" (alld VOII) mi,~11t t;lk,' ;I hit long..,.. Ik palwlIl.

1111 idf·IILdlv. "tlr ("pnif'IIII' sbm" tl,;1\ till" 1\\11" "f (hallgl" you ;lr(" Iliakill~ II'II;III\" f"lIows ;I SPI"( iii. 1';llIf'l"lI:

First: SlllIl('llllf' n';" lit", tilt' p"illt "IItT(' a hahit fir prohl('11I i, 110 1()II~f'l ;It ('f'plabk to Ihelll. TIII'v'\"(, had ('lIllllgh ;lilt! tlwY'J"(' lIf1t \\illin~ III tak(' it ;1I1VIIIIII('. Art' Villi ;\1 Ihat point? \\'hat wllltid it t;lk .. III get \1111 tl) th;ll p"illt ' St:colld: TIII"\ lint! ;1 p;trti( ItI;\r pbu (Iikc' IlyplIO\'isitlll \'idell) til(')" belil"\"(' call hc'lp thc'lI\ 11I,lke tilt" challgc' Ihn wa"t. Arl" Vtlll "willillg":'

Th ird: "Ihn pUI t IH' progl a III ill dk("\ tflr ( ):'Ii E 1);\ Y. TIIt'II t hl'y ;ldd ;I IwtllC'r and anot hl'!" ;tlld ;1I1t1tilt'r 1I111t1 IIlI"y ha\"f' a IIC'" "pC"l"lliallt'lIt" h;lhit. An' VOll n';ldy to do this starting today:' :\11('(" this poillt. w;tt(hing Ilypllovisioll Vidl'(1 will hl' all aidl' ill supporting you in vour new positive, I)(Tlllalll'lIt h;thit.

(:Al'TI< )N: Ik I'rl"p;tn'd till' an initial pniod whl'lI vOllr prohlt-Ill Illay SCTIlI 10 "get worse . If this h;ll'I'I"IIS, .iust f olitilllll" to \\at("h your progralll kllowillg VOII an' doing the best you ('an T()OA Y, ON E DA Y AT A TIM E, 10 make Ihe ("hanges you wanl The key is daily viewing and living one day at a time.

It·, an attitude Ihal ("an 1If11 flllly ("hange your habils. hut. perhaps ("an lead you to it happier, less slrl"ssfullife. 86

Some More Questions and Answers.

Will I go into a trance when I watch Hypnovision™ Video?

A hypnotic tr~nce is really little mnre th~n ~ slale pi intense concentration in which we find our~elves "for, !,'etling'- ourselves and r.ccome far 1Il00C suggc~tihle than in our ordinary state of mind. According to this dcfinition. wc ~tl into a slighl Irancc every time we "Iosc Otlrscl\'cs" in any i!')(Hl television show. In Hypno, vision Vidco. this l'xpcricncc is decpellcd to the p"illt al which Y(lU 1lL'L"olllc awarc your consciousncss has undergone a eli ,lflgc . Thc e:,periellcc is desCI ihed as cxccplionally pleasanl alld rela.\ing.

What physical effects can I expect during Hypnovision Video? Effects may range from physical rcla'\atillll 10 heavillc~s llf hody. l1oating. swimtl1ing oj· "putled up" SeI1S~I' lions. Mosl typiGll is a feeling of prohllllld rcla\alioll.

What mental effects can I expect?

Mental relaxation. Pleasant feeling ot" delachmcnt. Lack of lh>irc to I11UVC. talk III take action. Ail \If Ihesc are C()Il1IJ11111 feelings during Ihc progr;II11l11ing.

What if an emergency happens during the program?

In every case yllil will he ahle to hreak \'!,lll l'ollcellllaliPIl ;lIld ;lflClld I" Ihc elllergl'n(y.

What if I don't make the changes I want right away? Ket.:p watching. It'll \\'ork if youicl it. l)"n'l he impaliellt.

Can I watch the programming with other people in the room?

Only if Il1l'y apc\: nol 10 1;lIk 1\,1111 you dUlill).! Ih,' l'rll1-!r;Jlll. :\IlY L'OIlVCI~;Jti"n may lil,mlll y\llll (\ll1(en, tra IiOIl.

Will I be able to see the subliminal messages?

Only ,L'veral ,,1'1111.'111 thaI Ilav\: hL'l'll 1'111 PO'l't lilly ,loIIl'd. I hL' II1C~':lgl" appl'ar ,'lh':C cvcry 10 ~l''':\)fHJS durill!! thl: 1I1;Jillrity uf the pillgralll at an exposurc speed tOt) lapit! for l1Iost people tu ,,"serve', ')""11 lIlay notice thel1l as a hrief pulsing orli!!hl loward Ih,'cl'lIll'r "fyo"l ,ne(lI.

Can I duplicate Hypnovision Video for a friend?

Ahstllllll'lv lIot. II would bc' a violatiol1 IIf (01'\ light 1:1\\ a c'lilllill;ti ottL'lbl', ;\n

What if I have an unpleasant experience using Hypnovision Video?

This has yCI to happet1 ill (llir ".\PL'llcllee. 1I(>lll'ICI. III thl.' uillikely CLl'II1 that YL'\I dll haw :.l111.'~ativl' rl.':.lL"' linn. slop watchillg ill1ll1l'dlalcly ;lIld (011 tal'l thl' (lIll1l':IIIY.

TM IIYl'novi,i(.n Video is ,I Prlllh"'1 "r Sdf ImprOW1I1l'1I1 Vi,k". 1m'. Suite .!HJ, 77 Ivcs Slr~cl I'rllvi<1l!I1CL'. Rhodl.' 'slan,1 02')11(, 87

Instructional Resources Center N031 Quad Iowa State University Ames, IA 50011

Self Improvement Video, Inc Suite 283 77 lves Street Providence, RI 02906

Dear Hr. Koenig:

Thank you so much for the tapes. Hell, the testing is under way, and so far everything is running smoothly. Next week T will start calling our S9 participants to make sure everything is going well with lhLm. The feedback from the viewers has been positive 50 I'm keepin~ my fingers crossed for sur::cess. Many viewers have indicated they would like to purchase the tape after we finish the testing. If Y01l hClve Clny order blanks I would be glad to dlstrihute them to interested people.

I appreciate your patience in wating for my prospectus. It is a rough cr~ft. so you will be receiving more information from me in the ne:l!' ~uture.

Because the tapes Are in constant use, they are beginning to show some wear and tear. If it would not be asking too much I would appreciate 2 more tapes with the sublimlnals and 2 without the subliminals, all in standard play. This would also prevent standing in line and a catastrophe should one of the tapes break. I have greatly appreciated your assistance throughout this research. I will be calling you again soon to keep you in touch with the progress. Thank you again your your p~rt in this research.

Sinc.e rel v •

Heg Treimer 88 I n!.;t rucl ional i{CSIlll!"CCS Center Iuwa State University Ames, Iow:I SOO 1 1 ,Illly 15, 1':)85

,fohn Koenig Suite 283 77 Ives Stn'et l' nJV idelll'e. J{hndl' lsI "lld ()2()()()

Dear John Koenig:

I 'm l~l1clos ing copies uf thL' sLIt ~st il's pl'rformeJ on til(' Video Weight Loss Program, along \vith the hyptltheses and responses frum subjects. It Ls very difficult to clarify each procedure, so it might be easiu" to d isclIss tlH.'m OVl'r the phllllt' aft!'r yl'lI h;lVl' had :1 ('llil:H<~ to IO(1k ;It them. 1 will be out of the uffice July 21-27, but you can reach me at the IRI. ('l1,)/294-()I'V,O) .Jill\' 17-1'1 Ilr .rill\' 2()-/\lIgust 2. T will he leaving for California 011 ,\ugllsl (', !.lIt I wi II get in tlllich ..... ith ytlu 'Ilpon my retllrn if cnnLh't has \1,,\ lWl'11 {H·lde.

I ,vas not able to send tl1e~;,.' statisti,'~; (,:lrlier, becilwjl' 1 found I made ;] mistake concerning the relJt iunilllil' Iwtween attitude and behavior (see !'Pilrsoll CurreLltion (11' Tahh' 6). I wllllld especially likl" to ('larify this. 1 tllink you \.Ji~1 IH.' illtcrL".;ted in sl\hie~·ts' responsl's ('oncernin~~ the experiment. AdJiti.mill stalisti,':-> \vere not performed 011 people \;itlJ had alt.ituclef-; !.:o the prc,.:,Ciln to t);l'jI" wl'ight loss, l1L'cau",e~.:.Is YOII ('an sec all TilliI •. ' 7. tIte lIlaj.HilY felt the tqll'~; Wl~rl' et"fl'l'tivl'.

[ .:.IppreCiaLe your interest. and \'(1,:[ il:osisL;Il1C(' i.n this study. [ 1uuk fonv

Sinc'l'relv, 89

VIDEO EVALUATION PROJECT N031 Qua~angie, ISU MaJtgaJte;t TILeA..mVL, PJUnc.ipa.i InveA,tigaA:olL MiQhaei Simon6on, PlLo6eA~olL J tdy 15, 1985

Dear Participant:

I would like to thank each of you for your part, in. the Video Weight Loss Program. Out of fifty-nine people who started the program, fifty-one completed it. Twenty dollars was sent to each person completing the project. If you work for the university, this amount was added to your May 31st paycheck.

Most of you requested to have the results of the experiment sent to you. Those assigned to the blue and green groups viewed the video weight loss tape without the subliminals. Those assigned to the orange and yellow groups viewed the videotapes with the subliminals. The following page contains the results of the testing and the viewers' responses to the videotapes.

The library has two copies of the Video Weight Loss Program that can be viewed in the Media Center, for those who wish to continue with the program. For those who wish to order a copy of their own, they may order one by calling 1-800-346-6000. The cost is $29.95.

Thank you for participating in this video evaluation project. Any questions can be addressed to me at the above address or by calling 515/294-6840.

Sincerely,

Margaret Treimer Vldeot.p. with .ublla1n.l. Vldeot.p. without ,ubli.in.l. (or.ng. , yellow) ( ,run' blue)

average weight 1.81 lb. lou 90 2.74 lb. Iou lou

.verase % body fat • 421 10" .61% 10 .. 10." poinu gained between pre 11. 19 p01"t • 7.38 paint. • nd poet .tt!tude teat

.verag. "erving" of 2.21 urvlnga luni< food consumed

Viewere of videotape with .ubll.1nale, Viewer. of videot.pe without .ubll~in.l.:

yu----93% yes----21l No ---- 4% No ----) 1% Unsure- 4% Un"ure- 8t

2. 00 you (eel the tApU vere effectlvel

Viewera of videotape with eubllmin.l.: Viewer" of videotape without aubIimln.l.:

yes----74% yeo----67% No ----22% No ----IJ% Unsure- 4% Unaure-2U

J, How dtd the t.pes helpl

Viewer. at videotape with aublialn.l,,: Viewers of videotape without .ubli.in.l.,

l. H,de me aware of whot I .te. 24% I. !fade II' .... re of "hat [ate. 24% 2. Hotlv"ted me to exerelee more. 1St 2. R"lued .e. 18% J. Helped me edt lese. 15% ). "elred •• oUt h8l. 11% 4. Relaxed me. 121 4. Hoth.ted lie to e~ ..c:I.I. IIOr". 6\ 5. I drank lIore woter. 10% 5. I drank more vater. 8% 6. [ ate dower. 10% 6. 1 controlled fattenins fooda. 8% 1. [ controlhd fattening food... 11 1. Tspe e~couraged .e. 5% 8. [ took " .. aller bitu. 21 S. I at •• Iower. 5% 9. Tape encou raged me. 2% 9. 1 took .~al1er bite.. J% 10. [ drank len alcohol. a 10. Tapel save relnforce.e~t. 3% II. [put toad In perepectlve. J% 12. Tapea offered .uRseatlon.. 3X

4. Would you like to continue w.tchin, the"l

Viewers of vldeotope with .ubll.ln••• , Vievers of videotape without .ubllminal.,

yu----56% Yel----JJ% No ----44% No ----67%

5. Would you conalder buyinl the tape if you h.d a VCRl

Viever. of videotape with subliminala. Viewer. of videotape without .ubli~ln.I.,

yea----42% Ye.----)O% No ----50% No ----65% Un.ure- 8% Unlure- 4%

6. Other comnent. you ~ilht have _bout the experiment'

Vie .. ers of videotape with .ubli.inyl.,

"Worthwhile" "Hee •• ,e lood" """Ired .y eaUng hahlt." "Cood prolr ••" "tl_de Me .1eepy .nd hunsr," "would 11k_ to ••• be for ••ttlns" "lIould 11ke to ••• before uting" "!lorin," (three co_.nt.) "lIorlns" (thre. co_.nU) "Polithe" "BQunetn, .Kerch•• " First Second Weight 1st B. 2nd B. B.Fat Pre- Post- Attitude Food Intake 1.D. Sex Age TIC Weigh Weigh Change Fat Fat Change Test Test Change Reweigh Recall 01 f 19 2 143.00 144.00 +1.00 28.72 31.05 +2.33 55 56 +1 4 03 f 22 2 160.00 155.00 -5.00 32.93 34.82 +1.89 61 62 +1 2 04 f 19 2 128.50 128.00 -0.50 28.26 26.42 -1.84 72 72 0 .------1 05 f 18 2 121.00 120.00 -1.00 25.05 25.96 +0.91 82 79 -3 +1.25 0 06 f 19 2 155.00 154.00 -1.00 35.77 36.73 +0.96 75 62 -13 1 07 m 18 2 152.50 153.50 +1.00 13.48 13.92 +0.44 62 61 -1 3 08 f 18 2 159.75 153.50 -6.00 37.20 34.34 -2.86 59 90 +31 +0.50 2 10 f 20 2 141.50 134.00 -7.50 33.87 28.72 -5.15 63 73 +10 -2.00 0 12 f 31 2 151.00 153.50 +2.50 32.46 33.40 +0.94 61 68 +7 -2.S0 0 13 f 20 2 129.75 127.50 -2.25 26.88 . 25.05 -1.83 58 63 +5 1 14 f 28 2 135.00 130.50 -4.50 24.59 25.05 +0.46 56 58 +2 4 15 f 18 2 139.00 137.50 -1.50 27.80 24.14 -3.66 63 75 +12 1 32 f 22 2 153.50 149.00 -4.50 28.72 29.65 +0.93 69 81 +12 +1.50 0 33 f 21 2 174.00 169.00 -4.00 34.34 36.25 +1.91 58 73 +15 4 34 f 19 2 137.75 138.00 +0.25 31:05 32.93 +1.88 54 73 +19 2 35 f 19 2 133.00 131.00 -2.00 32.46 31.52 -0.94 68 68 0 0 36 m 19 2 132.00 127.00 -5.00 13.92 13.05 -0.87 52 66 +14 Q 1 37 f 19 2 117.00 117.00 0 22.78 21.43 -1.35 69 70 +1 12 39 m 18 2 172.75 166.50 -6.25 13.05 13.05 0 66 77 +11 3 42 f 19 2 121.50 121.00 -0.50 26.88 27.34 +0.46 56 70 +14 0 5 43 f 18 2 120.75 122.00 +1.25 27.34 26.42 -0.92 66 68 +2 -2.50 3 1.0 44 f 34 2 138.00 133.00 -5.00 33.87 33.40 -0.47 52 68 +16 -1.00 2 f-' 45 f 22 2 141.50 139.50 -2.00 34.34 35.29 +0.95 66 66 0 2 46 f 22 2 139.00 129.00 -10.00 28.72 21.88 -6.84 56 77 +21 0 17 f 19 1 150.00 148.00 -2.00 35.77 34.34 -1.43 64 70 +6 1 18 f 19 1 122.50 122.00 -0.50 22.78 25.96 +3.18 52 66 +14 4 19 f 50 1 121.00 119.50 -1.50 29.19 33.40 +4.21 59 81 +22 +1.50 0 20 f 21 1 136.50 134.50 -2.00 24.14 23.68 -0.46 60 78 +18 2 21 f 19 1 158.00 155.00 -3.00 34.34 33.40 -0.94 64 63 -1 3 22 f 20 1 176.50 172.50 -4.00 41.07 40.58 -0.49 66 65 -1 3 23 f 19 1 144.00 141.00 -3.00 32.93 31.05 -1.88 67 70 +3 2 24 f 20 1 106.00 107.00 +1.00 23.68 25.05 +1.37 49 69 +20 I) 1 26 f 21 1 146.50 145.00 -1.50 36.73 36.25 -0.48 48 71 +23 4 27 f 21 1 120.00 119.50 -0.50 21.43 21.43 0 64 75 +11 5 28 f 30 1 119.00 117.00 -2.00 33.87 34.82 +0.95 55 67 +12 0 29 f 27 1 114.50 111.00 -3.50 17.86 17.86 0 65 67 +2 1 30 f 20 1 133.00 132.00 -1.00 31.99 31.05 -0.94 49 63 +14 4 31 f 31 1 196.00 201.00 +5.00 40.58 42.05 +1.47 48 58 +10 H.OO 11 47 f 39 1 115.00 108.50 -6.50 27.34 25.96 -1.38 55 76 +21 -0.50 °2 48 f 19 1 146.00 144.00 -2.00 28.72 29.19 +0.47 67 67 0 3 50 f 22 1 145.00 140.00 -5.00 27.80 25.05 -2.75 51 66 +15 1 First Second Weight 1st B. 2nd B. B.Fat Pre- Post- Attitude Food Intake 1.0. Sex Age T/C· Weigh Weigh Change Fat Fat Change Test Test Change Reweigh Recall 51 f 25 174.25 173.00 -1.25 28.26 29.65 +1.39 57 75 +18 -2.00 1 52 f 22 1 145.50 148.00 +2.50 32.46 35.29 +2.83 50 53 +3 2 53 f 19 1 134.00 134.50 +0.50 24.14 22.78 -1.36 47 70 +23 3 54 f 18 1 167.00 168.00 .fo1.00 38.65 35.29 -3.36 60 58 -2 5 55 f 22 1 158.50 158.00 ~O.50 38.65 37.20 -1.45 53 53 0 -0.50 3 56 f 18 1 131. 50 131.00 ~0.25 31.99 31.05 -0.94 47 66 +19 13 57 f 33 1 134.00 132.00 -2.00 33.40 31.99 -1.41 69 66 -3 0 3 58 f 18 1 119.75 111.00 -8.75 30.58 26.88 -3.70 45 73 +28 0 3 59 f 22 1 144.75 137.00 -7.75 30.58 28.72 -1.86 52 69 +17 1 60 f 40 1 107.25 106.00 -1.25 24.59 22.33 -2.26 54 64 +10 4

T/C = Treatment/Control l=treatment (viewed videotapes with subliminals) 2=control (viewed videotapes without subliminals)

Weight Change = Weight gained or lost between first and second weighings \.0 N B. Fat Change = Percentage body fat gained or lost between first and second skinfold tests Attitude Change = Number of correct or incorrect responses on Food and Exercise Attitude Test between pre-test and posttest

Reweigh = Weight gained or lost by randomly selected subjects on May 10th. ------indicates subjects not selected for reweigh Food Intake Recall = indicates incidences of high-calorie, low-nutritional food consumption 93 INFORMATION ON THE USE OF HUMAN SUBJECTS IN RESEARCH 'OWASTATE UN I VERS lTV (Please follow the accompanying instructions for completing this form.) G Title of project (please type): The Effectiven~ss of Persuiision Through the Use

of Subliminal Suggestions in a Wei~ht Loss Video Propram

I agree to provide the proper surveillance of this project to Insure that the rights and welfare of the human subjects are properly protected. Additions to or changes in procedures affecting the subjects after the project has been approved wi! I be submitted to the committee for review.

~largaret Treimer '2/J6/?S Typed Named of Principal Investigator Date Signature of Princfpal Investigator

21010ahlOod #311 Amcs,Ii\ 292-919R Campus Address Campus Telephone

ny} Date Relationship to PrIncipal Investigator ~, / :' (/ ( ~ \- ¥l'114 Tt I). ,),} () f-tSS c t2~

ATTACH an additional page(s) (A) describing your proposed research and (B) the subjects to be used, (C) indicating any risks or discomforts to the subjects, and (D) covering any topics checked below. CHECK all boxes applicable. [] Medical clearance necessary before subjects can participate LJ Samples (blood, tissue. etc.) from subjects [J Administration of substances (foods, drugs, etc.) to subjects [J Physical exercise or conditioning for subjects [J Deception of subjects o Subjects under 14 YCdrS of .Jge and(or) 0 Subjects 14-17 years of age [J Subjects in institutions II Research must be approved by another institution or agency

ATTACH an example of the m.Jterial to be used to obtain informed consent and CHECK which type will be used. [B Signed informed consen t \-Ji II be obta i ned. [J Modified informed consent wi II be obtained. '1onth Day Year ~ Anticipated date on which subjects will be first contacted: l!aL:cl.l ..l- l..9.al Anticipated d.Jte for last contact with subjects: ~lay 10 1985

If Applicable: Anticipated date on which audio or visual tapes will be erased and(or) identifiers will be removed from completed survey Instruments: Sept 15 1985 M'Orlt'h Oa y vear Sign?ture of Head or Chairperson Date Department or Administrative Unit 2-27-85 P.rofessional Studies -.@ Uec lsi on of the-Un i v€rs fty-Commrttee-on-the-Use-orH~mari-SubJects -in-ResearCii~------~ Project Approved 0 proy~ not approved 0 No act ion requl red . 11p.()rge G. Karas ~ <0 "7 Name of Committee Chairperson Date ______Chairperson