James Vicary was an American market researcher best known for his controversial work in the 1950s on subliminal advertising. He claimed to have conducted an experiment in a movie theater where he flashed messages like "Drink Coca-Cola" and "Eat Popcorn" too quickly for the audience to consciously perceive. Vicary reported that this led to increased sales of these products, sparking widespread interest and debate about the effectiveness of subliminal messaging. Despite his claims, Vicary's research faced significant criticism and skepticism. Later, he admitted that his original study was not scientifically rigorous and that he had fabricated some of the results. This revelation raised questions about the ethical implications of subliminal advertising and its impact on consumer behavior, leading to ongoing discussions in the fields of psychology and marketing.