Episode Details

In the early nineties, a psychology student set out to prove something faintly disturbing: that you could plant a completely false childhood memory in someone’s head, and they’d not only believe it — they’d decorate it with details that never existed. The experiment worked. It worked so well it ended up reshaping courtrooms, therapy, and eventually the way the world’s biggest brands sell to us. This week, Toby tells the story of Elizabeth Loftus and the “lost in the mall” study, digs into why our memories are far more fiction than film, and explores what it means for estate agents — because the story you attach to a home, and to your own agency, has a habit of becoming the truth in people’s minds.

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