We need to make your mjöður just as unforgettable, and we will do it by adding four types of connections: structure, sound, concept, and personal connection. These are the four levels of processing. They were identified in the 1970s by psychologists who created a curious questionnaire with four types of questions and gave it to college students:

• Structure: How many capital letters are in the word BEAR?

• Sound: Does APPLE rhyme with Snapple?

• Concept: Is TOOL another word for “instrument”?

• Personal Connection: Do you like PIZZA?