Here's a study that's guaranteed to set psychologists' minds a-spinning with ethical issues. Professor Loftus (left) at the University of California managed to put participants off strawberry ice cream, pickles and hard-boiled eggs by implanting false childhood memories:
"In the strawberry ice cream experiment a group of students were asked to fill out forms about their food experiences and preferences. Some of the subjects were then given a computer analysis which falsely said they had become sick from eating strawberry ice cream as children. Almost 20% later agreed in a questionnaire that strawberry ice cream had made them sick and that they intended to avoid it in the future."
Future studies plan to implant positive memories of fresh vegetables.
→ The Guardian
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