7.16 Familiarity and Source Memory

Source memory refers to the ability to know where a memory originates and to accurately attribute that source.
Source Monitoring Errors: These errors occur when an individual misremembers or confuses the source of a memory.

Comic Representation: A comic illustrates how one may feel a vague familiarity with someone without recalling how they know them.
Clever Hans Example:
- Initial Situation: When asked where one learned about Clever Hans, an individual accurately attributes it to a psychology class.
- Later Situation: After two or three years, when asked again, the individual may mistakenly claim to have read about him online, resulting in a source monitoring error.

Illustration via Grumpy Cat Meme: Often, a friend may repeatedly tell the same story due to forgetfulness, signifying a lack of awareness regarding previously sharing that memory.

Experiments on Credibility Assessment:
- Participants read several statements, some attributed to men and some to women.
- If a statement was made by a man, it was labeled definitely wrong; if by a woman, it was deemed true.
- Immediate assessment: Participants correctly identified statements' credibility based on their source due to intact source memory.
- Delayed assessment: After several days, participants rated statements as more true due to the fading source memory, illustrating how a vague familiarity creates an illusion of truth.
- This phenomenon is particularly pertinent in contemporary discussions about fake news and misinformation.

Importance of Source Legitimacy:
- Initially, discerning the truthfulness of a statement is clear when the source is known. Over time, as source memory fades, there's a propensity to overestimate the accuracy or truthfulness of familiar information, leading to misconceptions regarding its legitimacy.

Definition: The mere exposure effect posits that increased exposure to a stimulus generally leads to a preference for that stimulus.
Example with Brand Preference:
- Consumers might choose a branded product over a generic one despite identical utility (e.g., Advil vs. ibuprofen).
- The effectiveness of marketing relies on continuous exposure to build brand familiarity and preference, resulting in consumers potentially paying more for a perceived superior product.
Advertising Implications:
- Overexposure to the same advertisement can lead to frustration, yet over time, familiarity with the brand can positively affect consumer choices, indicating that emotional responses diminish while familiarity persists.