So this seems to be Psychology Day. "Memory Morphing" sounds pretty spooky in this Independent article:

In a test by the cognitive psychologist Kathryn Braun-LaTour, a colleague of Zaltman's, participants were served an unpleasant-tasting orange drink spiked with salt and vinegar. They were then shown adverts suggesting the drink was refreshing. Sure enough, many of the participants later reported that they had found the drink refreshing.