SubscribeThe perhaps most sensational aspect of false memories was described by Elizabeth Loftus and colleagues (e.g., Loftus 2003) who demonstrated the ease with which fake memories can be generated. In a typical experiment they asked subjects who had visited Disneyland before to evaluate advertisements and answer questions about their trip to Disneyland. The first group of subjects received an ad about the theme park that did not mention any cartoon characters. The second group read the same text while a four-foot-tall cardboard figure of Bugs Bunny was placed in the room. The third group received a fake Disneyland ad featuring Bugs Bunny. And the fourth, double-exposure group got both the fake ad and the cardboard cutout. Afterwards all participants were asked whether they had met Bug Bunny on their visit to Disneyland and whether they had shaken his hand. A remarkable 30 percent of subjects in group 3, and 40 percent in group 4 said that they indeed have met him while only eight percent of the first group, and four percent of the second, thought they had met the rabbit in Disneyland. It seems that the mere suggestion of the cartoon figure, either in a fake ad and/or as life-size cardboard figure was enough to convince many of the participants of having met him-although Bugs Bunny is a Warner Bros. cartoon character and would never be featured at a Disney park.
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posted by chndrcks at 8:33 AM on August 1