The paradigmatic experiment, ‘Lost in a shopping centre’, consisted of presenting subjects with a summary of four childhood stories, reconstructed with the help of their families. Three of the stories were true, and the fourth was invented from scratch and therefore false. They are told that they got lost in a shopping centre while shopping with their mother, that they were taken in by an old lady, that they were brought back to their parents and that everything turned out well. Then, over the course of several interviews, they were asked to recall as many details of the event as possible. 25% of the subjects reconstructed a fictional memory of the incident, firmly believed in it and added a host of sensory and emotional details to their account (I remember that the lady who took me in had her white hair done up in a bun, she wore glasses, she had a black dress, I was distraught and she consoled me, etc.).
Loftus was told that such events could still have happened and that these memories could be true. Loftus repeated the experiment by implanting impossible memories, such as meeting Bugs Bunny at Disneyland, even though he is a Warner Bros. character. Over 60% of adult test subjects who went to Disneyland remembered shaking hands with Bugs Bunny, 50% remembered hugging him, 69% remembered touching his ear, and only one remembered seeing him holding a carrot.
Car accidents: Loftus conducted an experiment on car accidents. This experiment showed how the choice of words used to describe an event can influence the perception of witnesses and alter their memories. In this experiment, subjects were asked: ‘How fast was the car when it...’ using different verbs (made contact, hit, collided, crashed). The results showed that the stronger the verb used, the higher the speed estimated by the witnesses. This experiment shows that a subject's testimony changes as a function of post-event information