Weight-loss through false memories of puking after junk-food

Weight-loss researchers have had limited success in implanting false memories of getting sick after eating junk food. However, it only works with junk food that is rarely consumed (like strawberry ice-cream) but which doesn't work with oft-consumed good, like cookies:

"Then you add in (that) you got sick on strawberry ice cream. You want them to think about the getting sick aspect of the experience," Loftus said.

Then the volunteers were asked to describe what may have happened — for instance, eating strawberry ice cream at a birthday party and becoming ill.

"Most of our subjects came up with a belief that this had happened as opposed to developing an actual memory," Loftus said.