
… played a role in memory formation, but this study demonstrated the involvement of the hippocampus. Interestingly, that part of the brain is believed to be the center for our emotions, too. Think about how, in advertising and marketing, we’re constantly trying to make an emotional connection, to get audiences…
Basically, when we’re excited or exposed to something new, our brains release a chemical called dopamine and transport it to the area of our brain responsible for memory formation. That little rush of dopamine helps us form a memory in that moment.