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“This is the first time ‘smart’ false memories have been studied in an advertising context,” said Michael LaTour, visiting professor of services marketing at SHA and the third author of the study. FTT, instead, suggests that false memories can occur when there is greater processing involved, and individuals elaborate on what they actually see and hear. The “smart” false memories examined in the study are explained by fuzzy-trace theory (FTT), which was developed by Brainerd and Valerie Reyna, Cornell professor of human development and psychology, in response to the assumption that people who process experiences superficially or have deficient processing abilities due to age are more likely to succumb to false memories. “The same deficiency assumption dominates the law’s view of the memory errors that witnesses often make,” added co-author Charles Brainerd, professor and department chair in human development in the College of Human Ecology. The research shows that is not necessarily true,” said co-author Kathy LaTour, associate professor of services marketing at the School of Hotel Administration (SHA). The assumption is always that false memories happen because something goes wrong – some deficiency in processing.
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“I’ve been researching false memories for 15 or 20 years. The study was published in the January/February issue of the Journal of Advertising. In a new study, Cornell researchers examined how advertising can result in these “smart” false memories, where consumers who have a propensity to think more about decisions produce more false memories than those who process information at a more superficial level. However, recent research shows that some false memories are formed by overthinking rather than deficient processing. It is commonly believed that false memories – recollections that are factually incorrect – occur because something goes wrong in the brain.