There are several theoretical explanations for the creation of false memories using the DRM paradigm. Because we are predominantly interested in using the paradigm to explore false memory creation for non-presented adverts, we will briefly outline just two of the major theories, the activation/monitoring account (e.g.,Roediger & McDermott, 1995; Roediger, Watson, McDermott, &Gallo, 2001) and fuzzy trace theory (e.g., Reyna & Brainerd, 1995).According to the activation/monitoring account, activation spreads from studied items,