Quote:
The twist was that before each word and image appeared, the word “me” or “other” was flashed on the screen for 35 milliseconds — long enough for participants to subliminally process the word but short enough that they could not consciously see it. The theory here, known as semantic association, is that when “me” precedes words or images that reflect your sexual orientation (for example, heterosexual images for a straight person), you will sort these images into the correct category faster than when “me” precedes words or images that are incongruent with your sexual orientation (for example, homosexual images for a straight person).
This, particularly, is false. Subliminal messaging does not work like that (or at all).