![]() ''We have had less than a 1 percent return on the tapes,'' he said. Greg Banfill, president of Potentials Unlimited, based in Grand Rapids, Mich., said the company guarantees the effectiveness of its tapes. ''We have had plenty of inquiries from the media but no complaints from buyers,'' the spokesman said. A spokesman at the Federal Trade Commission said there have been no complaints from consumers regarding the tapes, which made their widespread appearances last year. While scientists bemoan the subliminal tapes, buyers are not complaining. ![]() Kaplan, like other researchers, said that when consumers report that the tapes have worked, ''it is usually because they are predisposed to believe it will work.''Ī person who buys a weight-loss tape with intentions of dieting may get results from their conscious attempt to make a change-not from any subliminal message, Kaplan said. Leon Kaplan, a Princeton, N.J., consumer behavior psychologist, said, ''I haven`t seen any hard scientific evidence to support the fact that subliminal messages work.'' ''And a lot of people have been asking for the sexuality tapes, so I`ve ordered some of them,'' she said.īut while subliminal tapes continue to make noise at the cash registers, scientists remain skeptical about their effectiveness. Tapes that encouraged people to quit smoking and lose weight were the big sellers, she added. ''And they sold well at Christmas,'' she pointed out. Shamah, who also owns a health food store where the cassettes are sold, said $850 worth of tapes were bought from the first of October to mid-November. Consciously, she couldn`t hear the commands, but she believes her subconscious was getting the message loud and clear. But a few decibels below her range of hearing, she was being urged to lighten up. ![]() ''My students told me they noticed the difference,'' she said.įor 45 minutes each day, Shamah would listen to the soothing sounds on the tape. ![]() Dorothy Shamah, a 45-year-old English teacher at Claremont High School in Los Angeles, said she used a subliminal message tape to turn her self-described ''combative nature'' into one of cooperation. ![]()
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