High Quality Content by WIKIPEDIA articles! The misinformation effect refers to the finding that exposure to misleading information presented between the encoding of an event and its subsequent recall causes impairment in memory. This effect occurs when participants` recall of an event they witnessed is altered by introducing misleading postevent information. It is a prime example of retroactive interference, which occurs when information presented later interferes with the ability to retain previously encoded information. Essentially, the new information that a person receives works backward in time to distort memory of the original event. The misinformation effect has been studied for over 30 years. Elizabeth Loftus is one of the most influential researchers in the field.