" If the last few decades have seen a surge or resurgence of ambiguous memory and identity syndromes, they have also led to important research—forensic, theoretical, and experimental—on the malleability of memory. Elizabeth Loftus, the psychologist and memory researcher, has documented a disquieting success in implanting false memories by simply suggesting to a subject that he has experienced a fictitious event. Such pseudo-events, invented by psychologists, may vary from comic incidents to mildly upsetting ones (for example, that one was lost in a shopping mall as a child) to more serious incidents (that one was the victim of an animal attack or an assault by another child). After initial skepticism (“I was never lost in a shopping mall”) and then uncertainty, the subject may move to a conviction so profound that he will continue to insist on the truth of the implanted memory even after the experimenter confesses that it never happened in the first place. "

― Oliver Sacks , The River of Consciousness