Understanding how the brain forms and recollects memories and how it connects to emotions, the key to emotive language is the connotation behind the specific words or phrases a person selects. Connotations are built based on the experiences and memories of the people within a given culture, so when experts examine loaded language, they have a glimpse into what is present within the surrounding culture at any given time. If a person knows the culture well, they can pick specific words and phrases that will ring major emotional bells with someone else. Using loaded language thus is a way to manipulate individuals to particular answers, feelings, actions or beliefs within a cultural context.