James McGaugh, Ph.D., a neuroscientist from the University of California, Irvine has completed some study regarding the science of memory.
What is known is that memories are processed and formed in different areas of the brain.
"If you look at a visual scene, the memory of that visual scene is being processed by the visual cortex, but if you're talking about it at the same time, that memory is going to be processed in the auditory cortex, and if you're emotional about it, that's going to engage another region of the brain," McGaugh explained.
McGaugh also says memories happen when the information is repeated and rehearsed and when we experience an "emotional arousal." That means we remember things better when we become emotionally "excited" about them.
So with that information, it is important for for hypnotists to reinforce suggestions over and over again, rehearse the end result, and help our clients to FEEL, HEAR OR SEE the change they desire !!