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oktober 22, 2003

Memory Morphing (minnesförvrängning)

I Selling you a new past berättas om "memory morphing" (minnesförvrängning) som är ett otäckt knep att lura oss att i efterhand tycka bra om produkter vi egentligen tyckte illa om. (Länken via kottke.org remaindered links.)

Is your memory playing tricks on you, or did you find shopping at your
over-priced supermarket last week a wonderful experience? Did you have a great time on that lacklustre package holiday a couple of years ago? And are you quite sure whether you enjoyed that cold, tasteless meal the other day?

Advertisers have found a new way to mess with your mind.

A group of US marketing researchers claim that brand owners can make their customers believe they had a better experience of a product or service than they really did by bombarding them with positive messages after the event. Advocates of the technique, known as "memory morphing", claim it can be used to improve customers' perceptions of products and encourage them to repeat their purchases and recommend brands to friends.

Sedan kommer en blänkare för en bok skriven av Jerry Zaltman: How Customers Think: Essential Insights into the Mind of the Market, som skriver om tekniken. (Jag har inte läst denna bok.)

Zaltman's extraordinary claims are based on experiments carried out by memory researchers in the US, most notably the work carried out by Elizabeth Loftus, a former professor of psychology at the University of Washington. She singled out a campaign by Disney - "Remember the magic" - which, she claimed, was used to invoke real or imaginary childhood memories in consumers.

Några av Loftus artiklar: Creating False Memories (Scientific American 1997). Aha, det var ju Loftus som skrev de där artiklarna om falska minnen i Skeptical Inquirer: Who Abused Jane Doe? och Creating False Memories.

I en bok som jag bläddrade i för en stund sedan beskrivs liknande tekniker och fenomen: The Seven Sins of Memory (med underrubriken "How the Mind Forgets and Remebers"), skriven av Daniel Schacter.Loftus finns med på några sidor.

Jonas skriver också om "Selling you a new past"-artikeln.

Posted by hakank at oktober 22, 2003 07:30 EM Posted to Diverse


En av de vilseledningstekniker som används inom trolleri kallas resumé. Du föreslår för publiken vad som just har hänt, "jag rörde aldrig kortet, eller hur?"

Posted by: Jan Tångring at oktober 25, 2003 11:41 FM