In this episode, we talk to Florian Zimmermann, from the briq Institute on Behavior and Inequality and the University of Bonn about his paper “Associative Memory and Belief Formation,” co-authored with Benjamin Enke and Frederik Schwerter. The paper experimentally investigates the idea that people are more likely to recollect items that are cued by current context. This is because (i) people do not constantly have access to their beliefs so they may need to reconstruct prior information from memory; (ii) similar real-world news are often embedded in similar memorable contexts. The paper finds a predictable and quantitatively meaningful role of associative memory in the formation of beliefs. Tune in for a discussion of the project’s origins, experience preparing an ERC starting grant application, and a typical working day.