Research in advertising psychology has used Bugs Bunny as a test case for how autobiographical referencing creates false memories. In one experiment, participants watched an ad suggesting they had shaken hands with Bugs Bunny as a child at a Disney resort — a character who could never have existed at Disney. Relative to control groups, participants showed significantly increased confidence that this impossible event had actually happened to them. This reveals something unsettling about human memory: we do not simply store and retrieve experiences. We reconstruct them, and advertising can gently edit the reconstruction without us noticing.