However, subliminal advertising is ineffective, and any effects that claim to occur are due to the placebo effect.  Opposers to this claim that subliminal messages are powerful enough on their own, therefore the placebo effect is unnecessary.  Courier Mail states that they “believe that it's likely that subliminal advertising may affect our decisions but that is just speculation at this point” (“Subliminal Study Shows Brain Impact” par. 6).  Here, they claim that subliminal advertising may be effective, but there is no proof. This uncertainty is just enough to lead one to believe in the power of the placebo effect.  Marketers and authors Baba Shiv, Ziv Carmon, and Dan Ariely defines the placebo effect is described as any effects resulting from a situation lies solely in the belief that individual gave to the possible outcomes of the situation (par. 3). Therefore, the experience is defined by the individual.  This prompted Zanot, Pincus, and Lamp to research this possible effect and discover the viewers opinion on advertisements; he reports that “many respondents state these beliefs would affect their buying behavior if they thought a particular advertiser were using subliminal techniques” (par. 24).  Zanot, Pincus, and Lamp are summarizing their results, which stated that viewers might be more susceptible to persuasion than previously thought.  The individual must accept within oneself the power he or she has in deciding the effect an advertisement has on the psyche.  Bargh reports that most people overestimate their ability to control the stimuli that impacts their brain (par. 11).  The placebo effect is caused by the individual at hand.  Hence, any effects said to be from subliminal messages are due to the placebo effect and not to the effectiveness of the advertisements.

        In extension to the placebo effect, there can be possible outcomes from subliminal advertisements.  These reactions are not caused by the actual power of the messages but by the individual’s conscious decision to be affected.  Bargh corroborates this statement:  “In fact, if the messages do have the desired effect--whether to increase sales of shoes or to influence people's voting behavior--it's not because they are subliminal” (par. 7).  Unfortunately, this does mean that advertisers are receiving their intended results; however, people have the power to contribute to this cycle or remove themselves.  According to Bargh, author of “The Most Powerful Manipulative Messages Are Hiding in Plain Sight,” the control really is in the hands of the viewer, and consumers in this age have the most power than they have ever had (par. 12).  Again, if effects are produced from subliminal advertisements, this is due to the placebo effect and not the individuals themselves.