Now, there are several caveats to all of these bargain holidays and / or package holidays. Those false memory rates, for example, are well below 100 percent. Merely seeing an ad is obviously not going to make you rewrite your entire life experience. And although such “source memories” are not always reliable, they are easier to distort if the scenario seems likely-for example, few if any would be misled into remembering meeting the president, or Elvis, or an alien from the planet Clarion, at Disneyland, no matter what ads they saw.
As for the “priming” effects studied at Yale and elsewhere, they would be extraordinarily difficult to duplicate in the real world on behalf of a specific product. These caveats are important, because you should not come away from learning about the interpreter by concluding: Wow, people are idiots. That’s not the point. And behavioral science researchers like Gazzaniga emphatically included will tell you that it’s not even close to true. While non – conscious thinking has, in the past, been linked to ideas about repression and so on, the more recent view is that it is simply a matter of efficiency.