In the final article in this series, part 7, we provided a reading reference list which is by no means complete, but will give our readers some direction as to further research and study in the areas of their particular interest.

Now it is time to move on to what might be better described as techniques which, when properly applied, can enhance personal performance, interactions, and communications.

Suggestology:

Suggestology is best described as a method, or methods, by which one may directly or indirectly, influence others both positively and negatively.

MACY'S HOLIDAY SALE! 50% OFF!

How many times have we seen such an advertisement on our TV screens followed by a rapid-fire, pictorial presentation of the many items for sale that almost confuses the mind? But, no matter, 50% off of all those items?? - Who can resist and besides, that, one item, or group of items, that we have always wanted but was considered far beyond our limited budget, might just be available now at a price we can afford.

So, promptly at 10:00 a.m., we enter the store and, would you believe???; We go directly to the department that handles that particular item, 'the item(s) we have always wanted', and buy it! Then, most likely, we will promptly head for home so we don't go over budget. How did this happen?

Rapid-fire Induction:

This will come as no surprise to those of you who have taken a course in Experimental Psychology and are familiar with the Tetistescope. This is a device that projects 'nonsense words' in an ever increasing, rapid-fire sequence onto a screen.

After each session, the students are asked to write down as many 'nonsense words' as they can remember. It is quite supriseing how many of these words are remembered. These words have actually been imprinted on their subconscious minds. (Actually it is a scientific fact that everything we have ever seen, done, and experienced is imprinted on our subconscious mind!) But, now back to our sale!

When we viewed Macy's ad, that rapid-fire pictorial presentation actually imprinted everything for sale on our subconscious mind including the dates and times for the sale. And if this list included the item(s) 'we have most always wanted', well then what?

Entering Macy's triggers this subconscious image and just as if we were acting on automatic pilot, we go directly to the department that handles that 'item we have most always wanted' and purchase it! Then, being aware that more shopping might exceed our limited budget, we will most likely leave for home perfectly satisfied.

Some might consider this practice 'unethical' but lets first consider an alternative scenario.

Suppose we had seen this sale in some publication? We might glance through the item list if we have time, make note of the days and times of the sale and that everything is 50% off, and get on with our hectic schedule.

Of course, we are at Macy's promptly at 10:00 a.m. and proceed to 'Shop!'. We wonder through the store, buy a little of this and a little of that, (The Little Kid In The Candy Store Syndrome!), and THEN!; find that 'item that we have most always wanted'. Of course, at 50% off, we can't pass it up, and purchase that also! So now we have not only wasted an hour or two of our precious time but have most likely spent way over our budget which we will most likely be paying for most of the rest of our life!

So I will leave it to our readers to form their own conclusions!

The Supermarket Audio 'Whammy!:

When we enter a supermarket, we are usually greeted by pleasant music playing in the background. What is not apparent is the subliminal messages contained silently behind the music. Everything that is on sale is silently broadcast to our subconscious minds just like the above video presentations. Therefore, we are silently directed to every thing on our shopping list that is on sale.

But there is an additional benefit:

Most always there will be some item(s) that we need to stock up on that we have forgotten to add to the list in the mad rush. So we will be subliminally directed to these items and at 3 for the price of 1, well we have won again! Suggestology in Action again!

How about this one:

"Brush your teeth with Crest and you will get fewer cavities!"

"Brush your teeth with (anything) and you will get fewer cavities!"

Both statements are true! The battle is actually between the vendors and their ad agencies! The consumer wins either way! But when money is tight, the consumer will most likely buy the cheapest product and that is up to the supermarket manager! And when no sale exists, the consumer will usually revert to their favorite brand most likely, a generational habit!

In most cases, everybody wins!

Suggestology Can Be Negative or Positive:

Here is a perfect example of 'Negative Suggestology' in action within a suburban family of five: Father, Mother, 15 year old son, 13 year old daughter, and 10 year old son, (the low man on the 'Totem Pole')!

The 10 year old son returns home from school highly excited about something he has just learned. He immediately approaches his father who is frantically working on the family car. His youngest son immediately begins to relate what he has just learned. Father immediately cuts him short with, "Don't bother me with that right now! I'm busy! Go tell your mother!".

He approaches mother rather chagrined and attempts to relate his 'super experience' to her. She responds with, "I'm really busy right now - go tell your sister!".

Put down again, he goes to his sister who hotly replies, "I'm right in the middle of my art work right now - go tell your brother!".

Brother angrily replies with, "I'm right in the middle of a precision approach on my flight simulator - 'GET LOST !' ".

Thoroughly defeated, 'low man on the Totem Pole' retires to his bedroom totally depressed!

If this scenario is repeated enough times, this 10 year old will most likely lose interest in learning altogether, grades will fall, and he will start 'hanging out' with others who seem to be 'having more fun and acceptance', (usually doing something illegal), and then, this family will have a serious problem.

A much more positive scenario would go like this:

Father pauses for a few moments, listens attentively, then states, "Thats Great! - Be sure to tell the whole family about that at supper!".

Overjoyed, the boy runs right in the house and tells his mother who pauses for a second and responds with, "Thats Super! - I can hardly wait and I'll bet your brother and sister will be eager to hear about it too!".

No need to bother big brother or sister! And this 'eager beaver' 10 year old will be overjoyed to be the center of attention at supper! The additional benefits are that he will be even more eager to learn and most likely refrain from 'hanging out' with those 'others' who don't care much about learning anything and only wish to 'have fun!'.

So there we see Positive Reinforcement in action!

In part 2 of this series we will explore how Suggestology may be used in the work place plus there will be additional parts dealing with Hypnosis.

Stay tuned!

NOTE: Reading references will be provided when this article is completed.

Dick Udell