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Previous research has shown that with reduced attention at encoding, false recognition of critical lures for negative arousing DRM lists were higher than positive arousing lists. The current study extends this research to examine the role of attention for both arousing and nonarousing valenced false memory formation. Further, due to contradictory findings in past research, we examined attention at encoding using both within- (Experiment 1) and between-(Experiment 2) participants design. Participants were exposed to high and low arousing, valenced DRM lists under full and reduced attention conditions. Experiment 1 revealed that only negative arousing false memories were not affected by reduced attention at study, all other false memories decreased. In Experiment 2, although recognition of negative high arousing critical lures was higher, false memories increased in the reduced attention condition for all list types. Differences in attention during encoding affect the retrieval of emotional stimuli dependent on arousal and valence, however, our decision strategies can override the impact of this when it comes to retrieval.

We examined aging effects in reconsolidation and interference in episodic memory by reactivating memories for well-learned items in young and healthy older adults while controlling memory strength and the degree semantic processes contributed to memory. In Experiment 1, young and old adults learned pairs of real words and images to a strict criterion. After 24-hours, half of the images were reactivated and new words were paired with the images and learned to criterion. Following a 1-week delay, recognition and source monitoring were measured for both sets of pairings. Experiment 2 was a replication of Experiment 1, but using previously unknown novel words and unusual images. As predicted, older adults needed more trials to learn both the ASB and ASC pairings. Older adults required more trials to learn the new associations for reactivated than the not reactivated pairs, although there was no main effect of reactivation and no Age x Reactivation interaction for measures of recognition one-week later. These results are inconsistent with previous findings concerning age differences in reactivation effects in episodic memory. Instead, they suggest that once memory strength and input from semantic memory are better controlled, young and old adults perform similarly on tests of long-term recognition memory.

We examined whether memories for personally chosen brands could be altered by retroactive exposure to less-liked competitor brands embedded in manipulated photographs. In addition, we investigated whether memory errors would lead to preference change for falsely remembered brands. Fifty participants were asked to compile their personal 'brand lifestyle basket', which was then captured in a photo showing the basket and participant. After 1week, participants were exposed to the photograph in which some of the originally chosen brands were replaced by different brands of the same category. Results of a memory test revealed a robust misinformation effect. The analysis of premanipulation and postmanipulation preference ratings indicated a positive shift in attitude and behaviour towards falsely accepted misinformation brands. Our findings contribute to what we know about the behavioural consequences of false memories and extend the generalizability of false memory effects to what might be considered a futuristic advertising measure.