Here's an ingenious way to lose weight: give yourself false memories to trick yourself into believing that you actually hate all the food you love. This technique is being pioneered by memory researcher Elizabeth Loftus, of UC Irvine:
In her latest work, her team convinced volunteers that they had been sick after eating strawberry ice cream as a child. Loftus and her colleagues gave 228 undergraduate students questionnaires about food. The volunteers subsequently received feedback on their questionnaires that suggested they had had an unpleasant experience related to food in the past. The researchers told them this conclusion had been generated by a sophisticated computer program. A control group of 107 received no feedback.
It was found that 41 per cent of the first group took on the false childhood memory and were more averse to eating strawberry ice cream afterwards.
All my life I've hated fish because of an unpleasant childhood memory of my German grandfather gouging out the eyeball of a fish at the dinner table and eating it (in Germany they eat all parts of the fish). But what if this memory is a false one? I could become a fish lover. Though I wonder if it's possible to give people fake good memories of food. Or does the memory trick only work in a negative way?