Fuzzy Trace Theory and “Smart” False Memories: Implications for Advertising

Abstract

False memories are generally viewed as “dumb,” in the sense of being caused by deficient processing, but recent psychological research has shown that elaboration and inferences can result in “smart” false memories. These “smart” false memories are explained by fuzzy-trace theory (FTT), which assumes that they derive from comprehension of the meaning of experience. FTT predicts that “smart” false memories should be positively correlated with measured levels of Need for Cognition (NFC). In three experiments we find those higher in NFC are more likely to elaborate and infer information from advertising that causes them to create “smart” false memories.

Acknowledgments

Kathryn A. LaTour (PhD, University of Iowa) is an associate professor of services marketing, School of Hotel Administration, Cornell University.

Michael S. LaTour (PhD, University of Mississippi) is a visiting professor of services marketing, School of Hotel Administration, Cornell University.

Charles Brainerd (PhD, Michigan State University) is a professor of human development and psychology, College of Human Ecology, Cornell University.