When the mind stores memories it thinks logically and literally, in doing so it may start to associate things, which are totally unrelated, with each other.
For instance, in the early stages of a relationship a couple may give each other gifts for no reason other than “I saw this and thought you’d like it”. The mind then sees these gifts as a mark of affection and will associate ‘gift’ with ‘affection’. So what happens when the gifts stop? Does this mean that the affection is no longer there?