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Memory and advertising
2008-06-20 08:40:25

In recent years research on the links between memory and experience has been extremely intense. A group of academics from the Warsaw School of Social Psychology (SWPS) is studying how certain triggers may influence our memory. "The latest research suggests that a cognitive process known as backward memory formation, where certain triggers different to our own experiences, influence the character and quality of events previously remembered by ourselves" - explained Prof. Andrzej Falkowski and Malgorzata Michalak from SWPS.

In their research, the academics presented the study group distorted marketing triggers. In consequence, their experiences were altered. The examined person was not aware of the effect of the triggers on their memory about earlier events. The new "memories" were treated by the people as their own and in result, this affected their behaviour and decisions.
"The paradox of this situation is that the studied person often claimed that he followed his own experiences when making choices, though in fact, he had never actually had such experiences" - SWPS academics noted. Psychologists noted that memory is the foundation of our awareness and identity. Manipulated modifications of remembered information through exposure to distorted triggers affects the entire psycho-physical aspect of humans. Especially that we do not know to what extent the changes must take place for them to be permanently altered by distorted triggers. For this reason, this phenomenon seems extremely dangerous in terms of the possibility of controlling public opinion.

"The conducted research within the paradigm of backward memory show the psychological mechanism of distorting the memory of an earlier experience through advertising" - SWPS researchers noted. The same may concern political events.

In practice, the formation of memory may be used to control public opinion and acquired experience in consumer and political choices - the academics explained. MWE

PAP - Science and Scholarship in Poland

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