We altered or fabricated five events: Sen. Joe Lieberman voting to convict President Clinton at his impeachment trial (Lieberman actually voted for acquittal); Vice President Cheney rebuking Sen. John Edwards in their debate for mentioning Cheney’s lesbian daughter (in fact, Cheney thanked him); President Bush relaxing at his ranch with Roger Clemens during Hurricane Katrina (Bush was at the White House that day, and Clemens didn’t visit the ranch); Hillary Clinton using Jeremiah Wright in a 2008 TV ad (she never did); and President Obama shaking hands with Iranian President Mahmoud Ahmadinejad (it never happened). …
In the first three days the experiment was posted, 5,279 subjects participated. All of the true incidents outscored the false ones. Our subjects were more likely to remember seeing Powell’s Iraq presentation (75 percent), Katherine Harris presiding over the Florida recount (67 percent), or Tom DeLay leading the congressional effort to save Schiavo (50 percent) than any of the five fake scenes.
But the fake images were effective. Through random distribution, each fabricated scene was viewed by a subsample of more than 1,000 people. Fifteen percent of the Bush subsample (those who were shown the composite photo of Bush with Clemens) said they remembered seeing that incident at the time. Fifteen percent of the Lieberman subsample (those who were shown the altered screen shot of his impeachment vote) said they had seen it. For Obama meeting Ahmadinejad, the number who remembered seeing it was 26 percent. For the Hillary Clinton ad, the number was 36 percent. For the Edwards-Cheney confrontation, it was 42 percent, just seven points shy of the percentage who remembered seeing the DeLay/Schiavo episode.
When we pooled these subjects with those who remembered the false events but didn’t specifically remember seeing them, the numbers nearly doubled. For Bush, the percentage who remembered the false event was 31. For Lieberman, it was 41. For Obama, it was 47. For Cheney, it was 65. For Hillary Clinton, it was 68.
These figures match previous findings. In memory-implanting experiments, the average rate of false memories is about 30 percent. But when visual images are used to substantiate the bogus memory, the number can increase. Several years ago, researchers using doctored photos persuaded 10 of 20 college students that they had gone up in hot-air balloons as children. Seeing is believing, even when what you’re seeing is fabricated.