Imagine that you are standing in the beer aisle in a supermarket. You want to pick a lager among a whole range of similar looking brands.
One name stands out to you. You may remember drinking it when you went to Croatia that summer. You drank beer at the beach. You had an amazing time. Nothing ever tasted better and more refreshing.
This may be an active memory and you actually picture yourself at the beach. More often than not, you’d already have put the six pack into your basket, not knowing why you picked it over the others.
A flawless, rational decision or one driven by how you felt?