Influence of emotion 

Adrenaline: a hormone linked to the human flight-or-fight response that appears to play a role in the creation of flashbulb memories.

Episodic memory: the recollection of specific events, situations, and experiences. 

Flashbulb memories: a highly detailed, exceptionally vivid 'snapshot' of the moment and circumstances in which surprising and consequential news was learned about.

Importance-driven model: The model argues that the personal significance of an event plays a key role in whether a flashbulb memory is encoded.

Kulkofsky

Aim: investigate the role of culture on FBM in 5 countries; China, Germany, Turkey, the UK & the US (any difference in FBM in individualistic vs collectivistic society?)

**Procedure:**pps given 5 min to account as many memories as they could of public events occuring in their lifetime (at least one year prior). \n This info was then used to create a "memory Questionnaire". They were asked how they learned about the event (in the same way pps were asked in Brown & Kulik study) \n Then they were asked about the personal significance of the events (e.g national importance) \n Survey and instructions were constructed in English, then translated and translated back into Mandarin, German and Turkish (by bilingual research assistants)

**Findings:**in collectivistic culture (e.g China), personal importance & intensity of emotion played less role in prediction FBM. Individualistic cultures place a greater emphasis on individual & emotional experiences and therefore it played a bigger role. \n National importance were equally linked to FBM formation across cultures