One of the things that I and my colleagues did is to try to get people to remember that they met and shook hands with Bugs Bunny at Disneyland. This would be impossible because Bugs is a Warner Brothers character and wouldn't be allowed at Disney. Okay.
And so how do we get people to believe that? We give them an ad to evaluate. So here's a fake ad for Disney, and you can see Disney in the castle, and there's Bugs, and they review the ad. And they just... tell us how much they like it, do they like the colors, do they like the layout.
But later on when we say tell us about your childhood trips to Disney. Which characters do you remember meeting? Do you remember meeting Mickey Mouse, Minnie Mouse, the Little Mermaid, Bugs Bunny? We will get lots of people to tell us they remember meeting Bugs. And then when they get pressed for details they'll say they shook his hand, they'll say they touched his tail, they'll say he was eating One said he was eating a carrot.
One said, you know, a few said he said... So it becomes real. It becomes real. They embellish it with detail. And it looks every bit like a real memory.
Yeah. Even though it couldn't have happened.