Recently view this video - Neil deGrasse Tyson & Chuck Nice in discussion with Daniel Levitin about memory and brain stuff.

YouTube Video if you are into how yer brain works, start at 0, otherwise the SDMR comes in after 48 mins.

He came up with the term State Dependant Memory Retrieval which he attributed to Gordon Bower (Stanford) who used the term State Dependant Memory and it is about how you "feel" rather than just the situational environ.
Gordon Bower on Wiki

I can say, though the experiment is ever ongoing, Memory Juice makes me feel!