Why do we forget where our memories come from?

Source Confusion

, explained.
Bias

What is source confusion?

Source confusion, also known as source misattribution or unconscious transference, is a type of memory error. It occurs when someone does not remember where certain memories come from.

Where this bias occurs

Imagine the following hypothetical scenario: Zachary is brought into the police department for questioning after his apartment is broken into. The officer asks him a series of questions about the thief, including “How tall do you think the man was?” and “What color was the man’s sweatshirt?” After scouring his memory for details, Zachary provides the most accurate report possible. But despite his efforts, the department cannot identify a suspect that matches his description. 

Almost one year later, Zachary gets a call from the department informing him that they finally caught the culprit. As it turns out, the thief was not a man but a sixteen-year-old girl! How could this be possible?

Zachary fell victim to source misattribution by confusing the officer’s assumptions about the thief’s gender with his memory of the thief’s gender. All those prompting questions coaxed Zachary to form a vivid mental image of the culprit, believing he was digging deep into his memory to conjure the details. Meanwhile, if the officer had asked neutral questions—like “How tall was the thief?” or “What color was the thief wearing?”—Zachary would have been less likely to mistake her gender.

Sources

  1. Brown, A. S., & Marsh, E. J. (2008). Evoking false beliefs about autobiographical experience. Psychonomic Bulletin & Review, 15(1), 186–190. https://doi.org/10.3758/PBR.15.1.186
  2. Schacter, D. L., Harbluk, J. L., & McLachlan, D. R. (1984). Retrieval without recollection: An experimental analysis of source amnesia. Journal of Verbal Learning & Verbal Behavior, 23, 593–611. https://doi.org/10.1016/S0022-5371(84)90373-6
  3. Ceci, S. J., Loftus, E. F., Leichtman, M. D., & Bruck, M. (1994). The Possible Role of Source Misattributions in the Creation of False Beliefs Among Preschoolers. International Journal of Clinical and Experimental Hypnosis, 42(4), 304–320. https://doi.org/10.1080/00207149408409361
  4. Loftus, E. F., & Palmer, J. C. (1974). Reconstruction of automobile destruction: An example of the interaction between language and memory. Journal of Verbal Learning and Verbal Behavior, 13(5), 585–589. https://doi.org/10.1016/S0022-5371(74)80011-3
  5. Dean, J. (2023, January 14). Misattribution of memory in psychology: Definition, examples. PsyBlog. https://www.spring.org.uk/2023/01/misattribution-psychology.php 
  6. Wells, G. L., & Olson, E. A. (2003). Eyewitness testimony. Annual Review of Psychology, 54, 277–295. https://doi.org/10.1146/annurev.psych.54.101601.145028
  7. Zaragoza, M. S., & Lane, S. M. (n.d.). Source Misattributions and the Suggestibility of Eyewitness Memory.
  8. Goff, L. M., & Roediger III, H. L. (1998). Imagination inflation for action events: Repeated imaginings lead to illusory recollections. Memory & Cognition, 26(1), 20–33. https://doi.org/10.3758/BF03211367
  9. Schacter, D. L. (1999). The seven sins of memory. Insights from psychology and cognitive neuroscience. The American Psychologist, 54(3), 182–203. https://doi.org/10.1037//0003-066x.54.3.182
  10. Loftus, E. F. (1997). Creating False Memories. Scientific American, 277(#3), 70–75. https://doi.org/https://staff.washington.edu/eloftus/Articles/sciam.htm 
  11. George Harrison guilty of plagiarizing, subconsciously, a ’62 tune for a ’70 hit. (1976, September 8). The New York Times, p. 42.

About the Authors

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Dan Pilat

Dan is a Co-Founder and Managing Director at The Decision Lab. He is a bestselling author of Intention - a book he wrote with Wiley on the mindful application of behavioral science in organizations. Dan has a background in organizational decision making, with a BComm in Decision & Information Systems from McGill University. He has worked on enterprise-level behavioral architecture at TD Securities and BMO Capital Markets, where he advised management on the implementation of systems processing billions of dollars per week. Driven by an appetite for the latest in technology, Dan created a course on business intelligence and lectured at McGill University, and has applied behavioral science to topics such as augmented and virtual reality.

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Dr. Sekoul Krastev

Sekoul is a Co-Founder and Managing Director at The Decision Lab. He is a bestselling author of Intention - a book he wrote with Wiley on the mindful application of behavioral science in organizations. A decision scientist with a PhD in Decision Neuroscience from McGill University, Sekoul's work has been featured in peer-reviewed journals and has been presented at conferences around the world. Sekoul previously advised management on innovation and engagement strategy at The Boston Consulting Group as well as on online media strategy at Google. He has a deep interest in the applications of behavioral science to new technology and has published on these topics in places such as the Huffington Post and Strategy & Business.

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