The Red Herring technique: a methodological response to the problem of demand characteristics.

In past research, we planted false memories for food related childhood events using a simple false feedback procedure. Some critics have worried that our findings may be due to demand characteristics. In the present studies, we developed a novel procedure designed to reduce the influence of demand characteristics by providing an alternate magnet for subjects' natural suspicions. We used two separate levels of deception. In addition to giving subjects a typical untrue rationale for the study (i.e., normal deceptive cover story), we built in strong indicators (the "Red Herring") that the study actually had another purpose. Later, we told subjects that we had deceived them, and asked what they believed the "real purpose" of the study was. We also interviewed a subset of subjects in depth in order to analyze their subjective experiences of the procedure and any relevant demand. Our Red Herring successfully tricked subjects, and left little worry that our false memory results were due to demand. This "double cross" technique may have widespread uses in psychological research that hopes to conceal its real hypotheses from experimental subjects.