1970 to 1989 From 1970 to 1973, Loftus was employed as a cognitive psychologist at the
New School for Social Research in New York City, Her findings were that the mean estimates of the speeds were 32 mph when the question was phrased as the speed that the cars "collided", 34 mph when the question was phrased as "hit each other" instead, and 41 mph when the question was phrased as "smashed each other". Loftus concluded that "these results are consistent with the view that the questions asked subsequent to an event can cause a reconstruction in one's memory of that event". Around this time, Loftus's undergraduate student
Jim Coan developed the
"lost in the mall" technique. This technique involved Coan giving his younger brother three stories of actual events from his childhood, plus a false story about the brother being lost in a mall. The younger brother believed all stories to be true and provided further details of the false story. and Kenneth Pope has argued she overgeneralized the findings to draw conclusions about false memories and therapeutic techniques. A later study by Loftus (involving 332 undergraduate students who received course credit for participating) found that approximately one third of students accepted as true a false story about having their ear licked by a drug-addled Pluto character during a childhood visit to Disneyland. Following the publication of these studies, armed guards accompanied Loftus at lectures. Also, Loftus had previously received death threats after the publication of her 1994 book
The Myth of Repressed Memory. The same year, Loftus received an In Praise of Reason award from the
Committee for Skeptical Inquiry. In the 1997
New Hampshire vs Joel Hungerford case, the judge set strict conditions on the admissibility of recovered memory testimony.
1997 to 2000 In 1997, psychiatrists
David Corwin and Erna Olafson published a case study of a recovered memory of apparently genuine childhood sexual abuse, which became known as the
Jane Doe case. Loftus and Melvin Guyer interviewed Jane's stepmother who revealed that she was involved in building a case against Jane's mother in a battle for custody of Jane. The university put Loftus under investigation, including confiscating her files. The investigation lasted for 21 months, during which time Loftus was not allowed to share her findings. Loftus's invitation to give the keynote address at the New Zealand Psychological Society's conference in August 2000 provoked the society's director of scientific affairs, John Read, to resign from his position and for conference attendees to distribute materials critical of Loftus's work. Loftus stated that she "didn't wear her best jacket" to give her address for "fear of flying tomatoes".
2001 to present By 2001, Loftus had become disappointed with the University of Washington's unwillingness to stand by her during the controversy involving the Jane Doe case, and she left the university. From 2001 to 2003, Loftus worked for the
University of California, Irvine, (UCI) as a distinguished professor in the department of Criminology, Law and Society and the department of Psychological Science. She was also a fellow in the UCI Department of Cognitive Sciences and the Center for the Neurobiology of Learning and Memory. Her work included an experiment on 131 undergraduate students in relation to preferences for cookies and strawberry ice cream. In 2002, Loftus was ranked 58th in the
Review of General Psychologys list of the 100 most influential psychological researchers of the 20th century. The following year, Loftus received the award for Distinguished Scientific Applications of Psychology from the
American Psychological Association (APA). Also in 2003, Loftus was elected a fellow of the
American Academy of Arts and Sciences. In 2003, the
Taus v. Loftus case in the
Supreme Court of California saw Loftus, Melvin J. Guyer and
Skeptical Inquirer magazine being sued by Nicole Taus regarding the article they published about her case. In August 2007, the remaining claim was withdrawn by Taus, after reaching an agreement that Loftus's insurance company would pay a settlement of $7,500 to Nicole Taus. The following year, Loftus published her studies on the case. In 2004, she attempted to implant a
false memory in
Alan Alda on
Scientific American Frontiers. Alda did not accept the false memory of becoming sick as a child from eating a hard-boiled egg. Loftus stated that Alda's questionnaire self-correction from "definitely didn't happen" to "happened" supported the false memory theory. The
variance in Alda's pre- and post-experiment responses was not stated. Loftus attended and was a speaker at the
Beyond Belief symposium in November 2006. In 2005, she received the
Grawemeyer Award in psychology from the University of Louisville. In 2009, she received the Joseph Priestley Award presented by
Dickinson College. In 2010, she received the Scientific Freedom and Responsibility Award from the
American Association for the Advancement of Science. From 2011 to , Loftus was on the executive council of the Committee for Skeptical Inquiry. Loftus was a keynote speaker at the
British Psychological Society's annual conference in 2011. In June 2013, Loftus presented at the TEDGlobal Conference in Edinburgh, Scotland. She was also the keynote speaker at the 2013
Psychonomic Society annual meeting. In 2015, Loftus received an honorary doctorate in psychology from
Goldsmiths, University of London. In 2016, Loftus received the
John Maddox Prize, In 2018, she won the
Western Psychological Association's Lifetime Achievement Award and the
University College Dublin's Ulysses Medal. In 2022, Loftus made Research.com's list of world’s top female scientists, ranking at No. 451 in the United States. == The recovered memory / false memory debate ==