Harvard Business School Psychology Professor Jerry Zaltman and other US marketing researchers are proponents of an advertizing technique called memory morphing. The technique focuses on making people think they had positive experiences with products.
Some find this technique scary because it can lead to false memories. One experiment showed participants an ad where children meet Bugs Bunny at Disney Land. Many of these participants suddenly remembered this happening when they were children.
Despite the controversy of this technique, Tom Long, the UK Coca Cola President, embraced memory morphing. Several major corporations have already worked with Dr. Zaltman. Skeptics, however, doubt bad experiences can be turned into good ones via ads.