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Propranolol, acting as a beta-blocker, has also been shown to have an effect on the formation of memories with strong emotional content. During very emotional or traumatic times, adrenaline and noradrenaline are released from the adrenal medulla which activate beta receptors in the brain. The effect is to give the associated memories more "force" due to the strong emotional content and subsequent beta-receptor activation. Propranolol blocks beta-receptor action, and thereby reduces or eliminates the emotional component of the memory. The effect is to make the memories more mundane, like trying to remember what you had for lunch three weeks ago, rather than emotionally vivid, like where you were when you heard that JFK was assassinated.