Scientists now tell us that every time we pull a memory out of long-term storage, we then re-write it, and in this rewriting, it may get changed. This may play into some instances of what has come to be known as the Mandela Effect.

Someone asks, “Does the Coca-Cola logo have a hyphen or dash or even a wavy dash?” You might try to remember and picture the logo. Perhaps because the last option of the question was a wavy dash, you might think that is correct, and you store the logo back in long-term memory, but now with a wavy dash (Coca~Cola). The next time you see the logo, with its high, small hyphen (Coca▪Cola), it looks weird, because you’re now remembering that lower wavy dash.