In the next three days, I'll out the work mostly of Elizabeth Loftus, who describes how and when our memories misfire—in cool and interesting ways—ways, you can use to create the realities you want in unsuspecting friends and family.
When we store events in our memories, we tag them with keywords. Was the rollercoaster ride exciting, or scary? Was the dip in the pool cold, or invigorating? Then when we encounter a similar situation, we run a quick keyword search of our memory to help us interpret the new event. Whether you go on the rollercoaster or jump in the pool depends on how you tagged these experiences last time.