Selling “existences” for $25 a shot, hypnotists in 1950s America took their soul-searching clients back before birth to access memories from their previous lives. This brief “nationwide preoccupation” with past-life regression is one of eleven episodes richly documented in Alison Winter’s history of memory in the twentieth century. It followed reports from Morey Bernstein, a Colorado businessman, that when he hypnotized a local housewife, she remembered vivid details of her life as “Bridey Murphy” in nineteenth-century Ireland. A “giddy salon (...) culture” developed in the wake of public thrill at Bridey’s precise and emotional personal memories, transmitted across incarnations. While party invitations instructed guests to “come as you were”, one teenager’s suicide note announced his desire to explore reincarnation “in person”. (shrink)