Anticipation Plays a Powerful Role in Human Memory: "Probing deeper into how such memories form, researchers at the University of Wisconsin-Madison have found that the mere anticipation of a fearful situation can fire up two memory-forming regions of the brain - even before the event has occurred.

That means the simple act of anticipation may play a surprisingly important role in how fresh the memory of a tough experience remains.

The findings of the brain-imaging study, which appear in the current issue of the Proceedings of the National Academy of Sciences, have important implications for the treatment of psychological conditions such as post-traumatic stress disorder (PTSD) and social anxiety, which are often characterized by flashbacks and intrusive memories of upsetting events."