Virtual reality creates fake memories in the brain
“Fake memories” is a memory of those actions that a person actually did not commit. This phenomenon is well known to all who watched the movie "Remember All". By the way, the topic of fake memories is now becoming very relevant in the cinema and in other genres of mass culture, simultaneously with the global trend towards changing the values of Western civilization towards the enjoyment.
Scientists who already know how to erase memories are now very close to the possibility of implanting images into a person’s memory . It is assumed that in the future this will become a common practice and will make people’s life much happier (and this is the meaning of life, as many now believe).
One way or another, but scientific developments are very active.
The last discovery in this area belongs not to the doctors, but to the marketers, who are also interested in this problem. Anne Schlesser, a professor of business at Washington University, published in the December issue of the Consumer Research Journal an interesting scientific paper on the implantation of fake memories in the brain ( PDF ). It turns out that at a primitive level it is very easy to do this.
Ann Schlesser did this experiment. Two groups of respondents were shown two versions of the site dedicated to the same digital camera. On one site were static photos, and on the other - an interactive demonstration of Shockwave, which allows you to rotate the camera from all sides. After that, the "experimental" were asked to indicate which of the ten listed functions the camera had. Among the answer options offered seven real and three "fake", that is, non-existent, function. So, the group of users who worked with an interactive picture, more often called these "fake" details. That is, in their eyes, the camera had more functionality than in reality.
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The explanation may lie in the fact that the interactivity has a stronger effect on the imagination and involves more brain areas, due to which there is a “noise” in the form of fake memories.
From the point of view of the marketer's practical activities, the professor advises to check every advertising campaign for exactly what real and fake memories it generates in the brains of consumers. The introduction of fake memories can bring both benefits and harm to the business. The benefits are in increasing interest in products, and the harm is in reducing loyalty due to consumer frustration.
Scientists who already know how to erase memories are now very close to the possibility of implanting images into a person’s memory . It is assumed that in the future this will become a common practice and will make people’s life much happier (and this is the meaning of life, as many now believe).
One way or another, but scientific developments are very active.
The last discovery in this area belongs not to the doctors, but to the marketers, who are also interested in this problem. Anne Schlesser, a professor of business at Washington University, published in the December issue of the Consumer Research Journal an interesting scientific paper on the implantation of fake memories in the brain ( PDF ). It turns out that at a primitive level it is very easy to do this.
Ann Schlesser did this experiment. Two groups of respondents were shown two versions of the site dedicated to the same digital camera. On one site were static photos, and on the other - an interactive demonstration of Shockwave, which allows you to rotate the camera from all sides. After that, the "experimental" were asked to indicate which of the ten listed functions the camera had. Among the answer options offered seven real and three "fake", that is, non-existent, function. So, the group of users who worked with an interactive picture, more often called these "fake" details. That is, in their eyes, the camera had more functionality than in reality.
')
The explanation may lie in the fact that the interactivity has a stronger effect on the imagination and involves more brain areas, due to which there is a “noise” in the form of fake memories.
From the point of view of the marketer's practical activities, the professor advises to check every advertising campaign for exactly what real and fake memories it generates in the brains of consumers. The introduction of fake memories can bring both benefits and harm to the business. The benefits are in increasing interest in products, and the harm is in reducing loyalty due to consumer frustration.
Source: https://habr.com/ru/post/4810/
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