# 52. Manipulation of Memory ## 52.5. Methodology/Refinements/Sub-species ### 52.5.35. Von Restorff effect This is the bias where a conspicuous item is more likely to be remembered than other items. This effect is used by advertisers and political manipulators to draw attention to one point or message by making it "stick out" more than the others. For example, a politician can make a particular point more memorable by making it very funny, strange, frightening, disturbing etc., in comparison with the rest of their message. An advertiser does the same thing by, say, using a very pretty actress to deliver a message in an advert, with the rest of the cast is deliberately very boring or unattractive.