In 1998, when Elizabeth Loftus published her first behavior-therapy proposal, she stopped short of editing memories. The proposal, Expert Personalized Suggestion, was designed to exploit the self-fulfilling power of imagination, not to alter recollections. Loftus and her coauthor described memory modification as an unfortunate risk of the procedure. It might happen, they wrote, but only as a tolerable "cost" and "side effect."
To become a memory doctor, Loftus needed one more tweak. She needed to set aside her compunctions about memory tampering and redirect her mind-control skills from the future to the past.
It happened by accident. A few years after she published her EPS proposal, she began a new line of research, investigating whether false memories could affect behavior. The behavior had to be simple, measurable, influenced by memory, and testable in the lab. One obvious candidate was eating. Food aversions were common and powerful. You could plant a memory of a bad experience with a certain food. Then you could test whether this memory affected the subject's eating behavior.
Loftus' collaborators tried the experiment first with pickles and hard-boiled eggs. They asked subjects to fill out questionnaires about their food preferences. A week later, they handed out computer-generated reports telling each subject that he had, among other things, gotten sick as a child from eating one of the specified foods. The subject was told that the computer had drawn this conclusion from an analysis of his answers to the questionnaire. The procedure was like EPS, except that the expert was now a computer, and the suggestion was a false memory. After reading the reports, more than a quarter of the subjects said they believed or remembered the incident. When they were asked later about foods they might eat at a barbecue, those who were successfully duped indicated that they were more likely to avoid pickles or eggs.
Loftus performing her food experiment on Alan Alda
When Loftus saw the results, an idea came to her. What if you could produce similar aversions to fattening foods? Could false memories help people eat a healthier diet? She tried the experiment again, first with potato chips, then with chocolate chip cookies and strawberry ice cream. The potato-chip version failed, apparently because potato chips were too familiar as a tasty snack. But the ice-cream version worked. More than 40 percent of subjects were persuaded that they had gotten sick eating strawberry ice cream, and these subjects were significantly more likely to say they would avoid it.
In February 2005, Loftus and her coauthors published the egg study, concluding that "humans can be trained to avoid food." Four months later, they published the ice-cream study under the title, "False Beliefs About Fattening Foods Can Have Healthy Consequences." The diet-improvement rationale, originally an afterthought, was now central. The bottom line, they wrote, was that "we can, through suggestion, manipulate nutritional selection and possibly even improve health."
In the food experiments, all the threads of Loftus' career came together. Instead of training a rat, she was training people. Instead of using a reward, she was using the techniques she had learned from the recovered-memory therapists. And instead of planting bad memories, she was planting healthy ones. She was a real-life memory doctor.
But she, too, was responding to behavioral reinforcement. The fattening-food experiment was the most widely celebrated study she had ever done. It made headlines all over the world and earned her a place on the New York Times Magazine's list of the year's most innovative ideas. She was being rewarded for doing something socially useful. She reveled in the attention and acclaim. She quoted her press clippings in speeches.
In reality, the work she had done on memories of sexual abusewas more important. But that work had hurt and angered people. It had brought condemnation and contempt on her. In diet therapy, she found no such punishment. Again, she was meeting people who desperately needed her. But this time, they were fighting obesity, not deluded daughters. "I wish I could be of more immediate help to these people, but I'm forced to tell them that the line of research is at its very earliest stages," she wrote in 2007. "Still, it is refreshing to be working on a topic that could indeed be of genuine help to people and one that is not as anger inspiring and dangerous as the topic of sex abuse."
Loftus speaking at Beyond Belief, a conference of The Science Network, November 2006
All those years, Loftus had been vilified for attacking therapy. Now she was inventing a therapy of her own. But hers was different. It was good for people, and she could make it better. She began to think of ways to magnify its power: ratcheting up the false feedback, perhaps, or showing photos or videos of people being sickened by the designated foods. Soon she was convincing students that they had loved asparagus as children. "Healthier Eating Could Be Just a False Memory Away," said the published journal article.
Loftus talked about the food experiments the same way she had talked about EPS. The concept, she explained, was to "tap into people's imagination and mental thoughts to influence their food choices." But two crucial elements had changed. First, she was now trying to influence behavior through memory, not just through imagination. In EPS, memory modification had been a kind of collateral damage. In the food experiments, memory modification was the whole idea.
Second, she was proposing permanent deception. Psychologists who misled people in experiments were ethically obliged to tell them the truth when the experiments were over. That was why Loftus had abandoned her original idea to plant a memory of being told by your grandmother that you were her favorite grandchild. Now Loftus was severing that obligation. Therapeutic memory modification, as she envisioned it, would be left uncorrected.
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