Priming the Subconscious Mind
By Judith E. Pearson, Ph.D.
"The subconscious brain is more active, independent and purposeful than once thought." That is the conclusion of Benedict Carey who wrote an article, "Who's Minding the Mind?" in the July 31, 2007 issue of The New York Times. Carey cites several recent research studies showing that our decisions and judgments are often influenced by cues in the environment. Everyday sights, smells, and sounds can selectively activate motives that people already have.
For example, participants in a study were asked to help a lab assistant, who was carrying textbooks, a clip board, papers and a cup of coffee. They were asked to hold the cup, which contained either hot coffee or iced coffee. Later, the students who had held the hot cup rated the assistant as a warm person, while the students who held the cold cup rated the assistant as cold.
Other findings: people tidy up more thoroughly when there is a slight tinge of cleaning fluid in the air. They become more competitive if there is a briefcase in sight. They are more cooperative if they glimpse words like "dependable" and "support."
The use of environmental cues to shape behaviors and attitudes is called "priming." Advertisers use it in two ways. One is product placement-placing the product in a movie scene for example, to create brand recognition. The other is through commercials and ads that associate the product with common values such as family togetherness, success, safety, or sexuality.
Carey adds that overtly manipulating people often backfires, and that researchers don't know when unconscious drives become conscious or the circumstances under which people can override hidden urges. It's as though the subconscious mind is "an invisible partner who has strong reactions about the world that don't always agree with our own, but whose instincts...are at least as likely to be helpful, and attentive to others, as they are to be disruptive."
Can we as practitioners profit from this information? Perhaps. First we could articulate the values and motives we most want our clients to hold in therapy and counseling. I, for one, want to impart the message to my clients that I value them, and that they are competent. I want them to feel compellingly motivated toward their outcomes. I want my office to be a soothing, nurturing atmosphere. What do you want for your clients?
Second, who are your clients? Are they mostly parents with children, senior citizens, yuppies, women, men, or business executives? Consider the general characteristics of your clientele, and what values are meaningful to them. Articulate these values as well.
Third, let's take a look at the environments we provide for our clients, from the building exterior, to the waiting room, to the practitioner's office. Consider the colors, the placement of furniture, the accessories, the smells and the sounds. What messages do these things convey? If you aren't objective enough to answer these questions, invite a friend who has never seen your office to visit and give his or her initial impressions. You might even hire a consultant who specializes in environments---someone with expertise in Feng Shui, for instance. With a few changes, your office arrangement might be better "priming" your clients to benefit from your services.
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Dr. Judith E. Pearson has a private practice in Springfield, Virginia where she specializes in individual counseling using NLP and Hypnotherapy. She is the Executive Director of the National Board of Certified Clinical Hypnotherapists and a Licensed Professional Counselor. She has recently published The Weight, Hypnotherapy and You Weight Reduction Program: An NLP and Hypnotherapy Practitioner's Manual. The book can be purchased at her web site at www.engagethepower.com.