False recall and recognition of brand names increases over time

• Published in: Memory (Hove) Vol. 21; no. 2; pp. 219 - 229
• Main Author: Sherman, Susan M.
• Format: Journal Article
• Language: English
• Published: Hove Taylor & Francis Group 01.02.2013; Psychology Press
• Subjects: Attention; Biological and medical sciences; Brand names; Delay; DRM protein; False memory; Free recall; Fundamental and applied biological sciences. Psychology; Human; Humans; Learning. Memory; Manufactured Materials; Memory; Mental Recall; Psychology. Psychoanalysis. Psychiatry; Psychology. Psychophysiology; Recognition; Recognition (Psychology); Repression, Psychology; Sleep; Time Factors; Human; Brand names; Retention interval; Free recall; Memory; Cognition; False memory; Experimental study; Trademark; Recognition; Delay; Time lag
• ISSN: 0965-8211; 1464-0686; 1464-0686
• DOI: 10.1080/09658211.2012.720992

Using the Deese-Roediger-McDermott (DRM) paradigm, participants are presented with lists of associated words (e.g., bed, awake, night). Subsequently, they reliably have false memories for related but nonpresented words (e.g., SLEEP). Previous research has found that false memories can be created for brand names (e.g., Morrisons, Sainsbury's, Waitrose, and TESCO). The present study investigates the effect of a week's delay on false memories for brand names. Participants were presented with lists of brand names followed by a distractor task. In two between-subjects experiments, participants completed a free recall task or a recognition task either immediately or a week later. In two within-subjects experiments, participants completed a free recall task or a recognition task both immediately and a week later. Correct recall for presented list items decreased over time, whereas false recall for nonpresented lure items increased. For recognition, raw scores revealed an increase in false memory across time reflected in an increase in Remember responses. Analysis of Pr scores revealed that false memory for lures stayed constant over a week, but with an increase in Remember responses in the between-subjects experiment and a trend in the same direction in the within-subjects experiment. Implications for theories of false memory are discussed.