A data story that aims to motivate action must formulate and visualize key messages in a way that they remain in memory. For this, we need to understand how stimuli are perceived and processed in the brain and how memory works. This chapter highlights a few important facts that help to understand how our brain works, why some things stay in our memory longer than others, and how people make decisions. The author debunks the myth of multitasking, explains how suspense promotes our focus, and identifies the three modes of transport relevant to a data story. She further explains which unconscious biases or misconceptions can influence us when we analyze data, listen to a presentation, or make decisions.