24. People reconstruct memories each time they remember them.

People reconstruct memories each time they remember them.

Memories are like files on a hard drive, nerve pathways that fires a new each time we remember an event. Later experience can change your memory over time. Memories Change: Memories are stored and reconstructed each time we remember them.

Eyewitness testimonies are unreliable

If you are testing customers about products, the word you use can affect greatly what people “remember".  Memories can be erased.