In 1955, thousands flocked to a New Jersey theater to see the popular movie Picnic. During the movie, the messages “Eat Popcorn” and “Drink Coke” were flashed on the screen at 1/3,000th of a second. Although no one could see these messages, advertise James Vicary claimed that they increase popcorn sales by 58% and increased Coke sales by 18%. After many failed attempts to replicate these findings in controlled laboratory setting (for a review, see Trappey, 1996), Vicary finally admitted that he made up the results to save his unsuccessful advertising business (Weir, 1984). Nevertheless, the possibility of subconscious mind control continues to frighten most people, mainly because most people do not understand the subconscious (Wilson et al., 1998) (Figure 12.8).