With the experiment that was done by Vicary, it was said that popcorn sales increased after the message was flashed across the movie screen. But people are going to buy popcorn when they go to a movie theater so it doesn't prove that it works. Therefore, researchers would put show a refrigerator. They say that it doesn't necessarily mean you will go buy a refrigerator but you may remember the brand name when you do go shopping for one because it was embedded in your subconscious.
It is said that subliminal messaging works because your mind is made up of your conscious and subconscious. Your conscious will not notice things that your subconscious will notice therefore everything is stored in your subconscious. Your subconscious retains everything. For example, when you say that something is on the tip of you tongue but you can't get it out, that is because your subconscious stored it and eventually if you have said it, the words will come to you eventually. And that is why researchers say subliminal messaging works. The messages filter through the conscious and eventually stored into the subconscious without us even knowing.
My point of view and where I stand is unsure. I still am not sure if subliminal messaging works or not until someone points out to me that I was just exposed to a subliminal message. My assumptions are that maybe it works for some people and maybe others not so much. Also that just because you go out and buy a product doesn't mean you did because of a subliminal message.