I have an excellent memory, or so I like to think, and so it troubles me when I find inconsistencies in my memories, which is a problem because it means I remember incorrectly, but can't tell what. Which is why I write things down. So while it's a concern, it's of no surprise to discover "consumers who read vivid print advertisements for fictitious products reported false memories of having tried these products, despite the fact that this would have been impossible." So I relate to my memory in the same way I relate to the Russians: trust, but verify.
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