Suppressing Emotional memories

A new University of Colorado at Boulder study shows people have the ability to suppress emotional memories with practice, which has implications for those suffering from conditions ranging from post-traumatic stress disorder to depression.

The study, which measured brain activity in test subjects who were trained to suppress memories of negative images, indicated two mechanisms in the prefrontal region of the brain were at work, said CU-Boulder doctoral candidate Brendan Depue, lead study author. The study may help clinicians develop new therapies for those unable to suppress emotionally distressing memories associated with disorders like post-traumatic stress disorder, phobias, depression, anxiety and obsessive-compulsive syndrome, he said.

Would marketeers ever be able to erase unpleasant experiences consumers have had with their brands?

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