Subliminal learning occurs beyond the sensory threshold. Information that is received and processed beyond the sensory threshold occurs at a subconscious, or unconscious, level. Designers of media that facilitates subliminal learning are concerned with relaying meaningful information to the mind of the learner without the learner expending any conscious effort on this information. Take, for example, an audio book whose narrator is presenting subject matter involving how to be a smart real estate investor. While the narrator presents the subject matter on the listener’s conscious level, another voice, in an ultra-soft whisper (subliminal message) continually says, “Careful research is success and spontaneity is death,” This is an attempt to facilitate learning subliminally.