Reconstructive memory- Braun, Ellis & Loftus- EXP 1

  • Created by: Emily1315
  • Created on: 27-11-18 20:19


To investigate whether autobiographically-focused advertising could directly affect how consumers remember a prior childhood experience

1 of 10

Research method/design

Lab experiment, Independent measures design.

IV-Disney ad, no Disney ad

DV- their rating on the Life Events Inventory whether or not they shook hands with their favourite TV character between week 1 and week 2

2 of 10


107 undergraduate students(64 female & 43 male) from a Midwestern University USA.

Gender bias, Culture bias, Age bias

Recieved course credit

Big sample

3 of 10


Life Events Inventory with 20 statements.

0-100 rating

Disney resort advert

Another Questionnaire on attitude and empathy scales

Two distraction tasks which were put in to avoid demand charcteristics

4 of 10

Procedure 1

Life Events Inventory

Distractor tasks

Asked to return the following week

5 of 10

Procedure 2

Told to watch or not to watch the Disney ad. 

5 mins- how it made them feel and think

Attitude scales and Empathy scales.


Experimentor 1 claimed there was an error with LEI on first week so can they do it again(looking panicked)

More distraction tasks

A 3rd experimentor asked if they have ever visited Disney

Also asked if they figured the aim

6 of 10

Results (General/correlation)

Inter Rater reliability was high and was done by 2 independent researchers and showed a positive correlation of 0.8 when they observed on the personal experiences of Disney

7 of 10

Results(Autobiographical effects of the ad)

65% participants in the experimented group who recieved advert mentioned memories of DisneyWorld

74% reported the advert caused them to imagine the experiences

63% mentioned they'd visit in future

8 of 10

Results (Imagination Inflation)

In Disney group, 

90% increase of the score of the target question on Life Events Inventory in week 1 and 2

Disney group more comfident that the event happened

9 of 10

Results (Disney Memory)

Those who visited Disney reported that they had more positive thoughts if they watched the advert using words such as 'magical'

10 of 10


No comments have yet been made

Similar Psychology resources:

See all Psychology resources »See all Disney resources »