memory with more subjective clarity. On the other hand, events seen as negative by a person have demonstrated having used more detail-oriented, conservative processing strategies. Negative flashbulb memories are more highly unpleasant and can cause a person to avoid reliving the negative event. This avoidance could possibly lead to a reduction of emotional intense memory. The memory stays intact in an individual who experiences a negative flashbulb memory but have a more toned down emotional side. With negative flashbulb memories they are seen to have more consequences. Flashbulb memories can be produced, but do not need to be, from a positive or negative event. Studies have shown that flashbulb memories may be produced by experiencing a type of brand-related interaction. It was found that brands which are well-differentiated from competitors (for example, Build-A-Bear Workshop versus KB Toys) produced a definitional flashbulb memory, but brands lacking strongly differentiated positioning do not. These "flashbulb brand memories" were viewed very much like conventional flashbulb memories for the features of strength, sharpness, vividness, and intensity. Methods Research on flashbulb memories generally shares a common method. Typically, researchers conduct studies immediately following a shocking, public event. Participants are first tested within a few days of the event, answering questions via survey or interview regarding the details and circumstances regarding their personal experience of the event. Then groups of participants are tested for a second time, for example six months, a year, or 18 months later. Generally, participants are divided into groups, each group being tested at different intervals. This method allows researchers to observe the rate of memory decay, the accuracy and the content of flashbulb memories. Accuracy Many researchers feel that flashbulb memories are not accurate enough to be considered their own category of memory. One of the issues is that flashbulb memories may deteriorate over time, just like everyday memories. Also, it has been questioned whether flashbulb memories are substantially different from everyday memories. A number of studies suggest that flashbulb memories are not especially accurate, but that they are experienced with great vividness and confidence. In a study conducted on September 12, 2001, 54 Duke students were tested for their memory of hearing the terrorist attack and their recall of a recent everyday event. Then, they were randomly assigned to be tested again either 7, 42 or 224 days after the event. The results showed that mean number of consistent inconsistent details