And there are other, more deceptive options as well. "Maybe you could use false memories to affect peoples' food choices," says Elizabeth Loftus, a psychologist at the University of California, Irvine. She studies the forces that warp our recollections, including those of eyewitnesses to crimes and accidents. She and her colleagues have also planted false memories in subjects' minds concerning eggs, pickles, and strawberry ice cream. It turns out that if you make people think that they got sick from eating these foods as a child, they become less interested in eating them as adults. "Then we did the opposite, we planted a warm, fuzzy memory about a healthy food," she says. When people believed they had shared some good times with asparagus, they wanted to eat more of it.