Do we believe what we remember or, do we remember what we believe?

Previous research has shown that in general, highly credible sources enhance persuasion. In this study Tulving's (1985) "remember" and "know" procedure is used to examine what happens to the truth judgments of fictitious marketing claims when the source is falsely remembered, and when the source is forgotten. Source credibility of claims was manipulated at presentation. Perceived validity, recognition and source memory were measured at retrieval. Findings suggest that "remember" and "know" responses have a differential impact on truth judgements. Subjects also frequently reported seeing the fictitious claims before, and revealed a tendency to trust these false judgements the most.