On the effect of subliminal priming on subjective perception of images: A machine learning approach

Parmod Kumar, Faisal Mahmood, Dhanya Menoth Mohan, Ken Wong, Abhishek Agrawal, Mohamed Elgendi, Rohit Shukla, Justin Dauwels, Alice H. D. Chan

Abstract: The research presented in this article investigates the influence of subliminal prime words on peoples' judgment about images, through electroencephalograms (EEGs). In this cross domain priming paradigm, the participants are asked to rate how much they like the stimulus images, on a 7-point Likert scale, after being subliminally exposed to masked lexical prime words, with EEG recorded simultaneously. Statistical analysis tools are used to analyze the effect of priming on behavior, and machine learning techniques to infer the primes from EEGs. The experiment reveals strong effects of subliminal priming on the participants' explicit rating of images. The subjective judgment affected by the priming makes visible change in event-related potentials (ERPs); results show larger ERP amplitude for the negative primes compared with positive and neutral primes. In addition, Support Vector Machine (SVM) based classifiers are proposed to infer the prime types from the average ERPs, which yields a classification rate of 70%.