Neuromarketing
Elizabeth Loftus is a prominent cognitive psychologist known for her groundbreaking research on the malleability of human memory, particularly in the context of how memories can be distorted or fabricated. Her work has significant implications for understanding memory formation and retrieval, especially regarding eyewitness testimony and the reliability of recollections. Loftus's studies demonstrate that memory is not a perfect recording of events but rather a reconstructive process influenced by various factors.
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