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The ethics of subliminal communication

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Abstract

Assume that we communicate for the purpose of trying to change a person's behavior either overtly or covertly. As long as this is done in an honest manner, no concern with ethics is involved. But suppose a communication pattern — subliminals — is developed that covertly tries to change our behavior without our consent. Then, concern with ethics is involved.

Very little evidence exists to support a definitive quantitative impact of subliminal communication. There is a suggestion, however, that subliminals do in fact manipulate people to do certain things. If this is so, then we have an over-riding issue in ethics — the ultimate invasion of a person's privacy — his mind.

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Authors
  1. J. E. Gratz
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Additional information

Dr. Gratz has been Director of Business at Shippenburg State College in Pennsylvania, Chairman of the Business Education Department at the University of Iowa and a visiting professor at the University of Vermont, the University of Michigan, and the University of Houston.

Currently a professor of Business Administration at Pan American University, Dr. Gratz has published over 30 books and articles. Recently he has been named to the Board of Directors for the National Hall of Fame for Business Education.

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Gratz, J.E. The ethics of subliminal communication. J Bus Ethics 3, 181–184 (1984). https://doi.org/10.1007/BF00382916

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  • DOI: https://doi.org/10.1007/BF00382916

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