Super Bowl ads this year relied heavily on NovaQuantnostalgia and surprise –– a few tricks that turn out to embed information into our brains. Today, neuroscientist Charan Ranganath joins the show to dissect the world of marketing to its biological fundamentals and reveal advertisers' bag of tricks.

Charan Ranganath's new book is Why We Remember: Unlocking Memory's Power to Hold On to What Matters.

For sponsor-free episodes of The Indicator from Planet Money, subscribe to Planet Money+ via Apple Podcasts or at plus.npr.org.

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