Aha! Not so fast! Bugs Bunny is a Warner Brothers character, and if he was running around Disneyland, it was probably some sort of guerilla marketing scheme. Anyway, UC Irvine psychologist Elizabeth Loftus managed to implant that memory in some of her subject's memorybanks in a study. Here is an excerpt from a CNN.com article detailing the study:
"Loftus talked with subjects about their childhoods and asked not only whether they saw someone dressed up as the character, but also whether they hugged his furry body and stroked his velvety ears. In subsequent interviews, 36 percent of the subjects recalled the cartoon rabbit."
Her work is somewhat controversial. Loftus co-wrote "The Myth of Repressed Memory," a book whose title alone conflicts with the well-established Freudian conception of deeply-repressed memories of traumatic experiences that must be painstakingly surfaced through psychoanalysis.
Loftus hints that an easy way to suggest the reality of an event that did not occur is too use sensory detail -- sights, sounds, smells, noises. A psychology major friend of mine explained this to me. She recalled -- correctly, hopefully -- a study in which some subjects were presented with their real class picture from early childhood while someone related a false event that supposedly happened to them during childhood. Those who had the picture in front of them were more likely to later recall that event as real. Of course, some memories are easier to implant than others. An article from the UK Guardian describes one study in which "50% of volunteers were persuaded they had taken a ride in a hot-air balloon when they had not. But when Kathy Pezdek of the Claremont Graduate University, California, tried to make people believe they had received a rectal enema, she met with almost universal resistance."
I am no scientist, but this does reveal something about human cognition. It seems that, in layman's terms, some wires are getting crossed up there in the old noggin'.
Loftus' research is credible, or at least law enforcement and lawyers seem to think so. Her work is specifically part of the criminal and forensics studies field, and the Justice Department is interested. Obviously, her work questions the credibility of eyewitnesses to crime and might exonerate some who are accused of crimes in which repressed memories are used as evidence. Or, conversely, her work suggests that some people can be falsely convinced they committed crimes.
Here is one example I found on the exploratorium website:
Consider, for instance, the experience of memory researcher Donald Thomson. Thomson appeared on a television show about the unreliability of eyewitness testimony. Not long after the show aired, he was picked up by the police and placed in a lineup. A distraught woman identified him as the rapist who had attacked her.
Thomson had an unshakable alibi--the rape had occurred when he was on the TV show. The victim had been watching Thomson on TV just before the rape, and had confused her memory of Thomson with her memory of the rapist.
Here is a youtube video about Loftus' work.
And here is an activity you can try that explains the phenomenon, particularly the associative nature of cognition that can work against you!