Emotion is a powerful information retention tool. This is because our brains are wired to prefer emotional, vivid, and outlier information. It helped keep us alive, it’s more engaging, and it just tends to stick more easily. Thus, if we can associate information with emotion, vivid imagery, memorable stories (of your own creation), then we stand a better chance of retaining. There are simply more subconscious hooks for our conscious brain to pluck information from our memory banks; emotion is a considerable hook.

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Peter Hollins is a bestselling author, human psychology researcher, and a dedicated student of the human condition. Visit https://bit.ly/peterhollins to pick up your FREE human nature cheat sheet: 7 surprising psychology studies that will change the way you think.

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