Hey, remember that time you got wrecked on vodka and threw up in a mailbox? Of course you do. But did it really happen? Psychologists have recently made a controversial discovery: by implanting false memories of bad binge drinking experiences, people may become less likely to drink. Psychology professor Elizabeth Loftus quizzed 147 volunteers about their experience with various foods and drinks. They were then given "personalized profiles," some of which falsely stated that they'd gotten sick from drinking vodka or rum. Nearly 20 percent accepted the false memory as real and later reported a "reduced preference" for that drink. "[This type of] mind engineering … could steer you in the direction of living a healthier life,” Loftus says. [Source]
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