Here’s a Dad joke for you:

When is a door not a door?
When it’s ajar!

You might not be laughing. It’s a Dad joke after all. But the joke works.

Let’s try it again.

What did the big chimney say to the little chimney?
When it’s ajar!

Hmmm. That doesn’t work at all.

Everyone thinks jokes are about punch lines. But, as you can see, the setup is just as important.

Get the setup wrong and the joke fails.

The "call and response" has to fit.

So it is with memory reconsolidation. The activation is the set up. The mismatch is the punchline.

If they don’t fit together, it simply won’t work.

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