Memory conformity, also known as social contagion of memory, is the phenomenon where memories or information reported by others influences an individual and is incorporated into the individual's memory. Memory conformity is a memory error due to both social influences and cognitive mechanisms. Social contamination of false memory can be exemplified in prominent situations involving social interactions, such as eyewitness testimony. Research on memory conformity has revealed that such suggestibility and errors with source monitoring has far reaching consequences, with important legal and social implications. It is one of many social influences on memory.
In and out of lab settings
Famous real-world examples In 2003 immediately after the murder of former Swedish foreign minister Anna Lindh, witnesses were put in a room together so they could not leave the scene of the crime until they were interviewed. The witnesses discussed the scene with each other while in the room, contrary to what they were told to do. The specific descriptions the witnesses gave about the perpetrator upon leaving the room were influenced by each other, causing the police to collect false information during the initial search for the perpetrator. The perpetrator, Mijailo Mijailovic, was caught on camera and did not match the descriptions that the eyewitnesses gave. Conclusions have been made that the cause of this false search was rooted in witnesses discussion of their accounts with one another, which caused them to influence each other's memories of the event. Another example occurred after the 1995 Oklahoma City bombing. Three employees were working at the location where Timothy McVeigh rented the truck he used in the bombing. Two of the witnesses originally thought that McVeigh was by himself, but the third believed that McVeigh came with an accomplice. After the three were left to discuss the event, the two witnesses came to the conclusion that there was indeed a second person who assisted McVeigh. The FBI believes that this "accomplice" never existed. The employee who claimed to have seen an accomplice most likely unintentionally influenced the other two employees, causing them to make later claims about an accomplice as well. A possible example is an event from 1941 involving Rudolf Hess, Adolf Hitler's Chief of Staff, who had flown to Scotland to present the Duke of Hamilton with a peace proposal between Germany and Britain. Hess parachuted from his aircraft some miles off course, was apprehended and held, until two people who had met him years before, could be brought to identify him as Rudolf Hess. Prior to their meeting with Hess, the two individuals heard a radio report that Rudolf Hess had parachuted into Scotland and had been apprehended. The report colored their confirmation of Hess's identity when the man in question was shown to them. Despite the fact that about a hundred people in London could have positively identified Hess, the identification was made by these two men who anticipated it was Hess they were about to identify due to the report they had heard. Because no other people were ever called to identify Hess in subsequent years, there has been speculation that a double had impersonated Hess in this event.
Laboratory studies Memory conformity and resulting misinformation can be either encountered socially (discourse between two or more people) or brought about by a non-social source. One study found that if an individual was given false information during a post-event discussion, the accuracy of the individual's memory was lowered, but if the individual was given accurate information during the discussion, then their recall was more accurate. Even when the subject's initial memories were very accurate, individuals who discussed their memory with someone who had witnessed a slightly different scene exhibited a decrease in accuracy due to conformity. Simply hearing another individual's report of an event can be enough to alter one's confidence in one's own recalled memory. Memory conformity has been shown to occur on tasks involving both free recall and recognition, with study participants being more likely to provide inaccurate details of photographs after having discussed them with another participant. Memory conformity can typically be created in the research setting by using photos or videos which depict crime scenes. Typically, participants are led to believe that they had all viewed the same scene, but in reality the videos and photos were slightly different for each participant, or they were introduced to a confederate, who reported a different memory of the same event. After viewing, the participants are tested on their initial accuracy, and then allowed to discuss their memory with others to see how social interaction affects the accuracy of their memories. An early study found that despite having seen different scenes, 79% of pairs were able to come to an agreed-upon conclusion, meaning that nearly half of the individuals conformed to the other member of his or her pair. It is worth noting that, in this study, 98% of participants were initially accurate in their first recall of the scene.
Underlying mechanisms Three influences can contribute to memory conformity and social contagion errors: normative influences, information influences and source monitoring errors. Normative and informational influences on memory are both social influences that can lead to memory conformity.
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