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      Make my memory: How advertising can change our memories of the past

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      Psychology and Marketing
      Wiley-Blackwell

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          The Formation of False Memories

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            Imagination inflation: Imagining a childhood event inflates confidence that it occurred.

            Counterfactual imaginings are known to have far-reaching implications. In the present experiment, we ask if imagining events from one's past can affect memory for childhood events. We draw on the social psychology literature showing that imagining a future event increases the subjective likelihood that the event will occur. The concepts of cognitive availability and the source-monitoring framework provide reasons to expect that imagination may inflate confidence that a childhood event occurred. However, people routinely produce myriad counterfactual imaginings (i.e., daydreams and fantasies) but usually do not confuse them with past experiences. To determine the effects of imagining a childhood event, we pretested subjects on how confident they were that a number of childhood events had happened, asked them to imagine some of those events, and then gathered new confidence measures. For each of the target items, imagination inflated confidence that the event had occurred in childhood. We discuss implications for situations in which imagination is used as an aid in searching for presumably lost memories.
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              The Role of Mental Imagery in the Creation of False Childhood Memories

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                Author and article information

                Journal
                Psychology and Marketing
                Psychol. Mark.
                Wiley-Blackwell
                0742-6046
                1520-6793
                January 2002
                January 2002
                : 19
                : 1
                : 1-23
                Article
                10.1002/mar.1000
                625fe456-627e-47ff-a22b-4ec68d38d621
                © 2002

                http://doi.wiley.com/10.1002/tdm_license_1.1

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