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In A. Michotte's (1946/1963) launching effect, a moving launcher contacts a stationary target, and then the launcher becomes stationary and the target begins to move. In this experiment, observers viewed modifications of a launching effect display, and displacement in memory for the location of targets was measured. Forward displacement of targets in launching effect displays was decreased relative to that of targets (a) that were presented in isolation and either moved at a constant fast or slow velocity or decelerated or (b) that moved in a direction orthogonal to previous motion of the launcher. Possible explanations involving a deceleration of motion or landmark attraction effects were ruled out. Displacement patterns were consistent with naive impetus theory and the hypothesis that observers believed impetus from the launcher was imparted to the target and then dissipated.