Two experiments were conducted to clarify unaware subjects behavior using Taffel-type procedure. In Exp. I, unaware subjects showed significant increment in performance, using “I” as a criterion. Most of them were conscious of the contents of sentences, as was hypothesized. Unaware subjects giving no attention to reinforcing stimulus showed more performance than those giving attention. Cooperation to the experimenter with its explicit demand in the increment group was made through the awareness, which was not always necessary for the decrement group. It was concluded that the unaware subjects did not behave in compliance with the demand characteristics of the experimenter but the ego-centric characteristics of their own. In Exp. II, using the third pronoun in operant level, except “I”, as criteria, unaware subjects showed no increment. These results were discussed from the demand characteristics viewpoint.
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