There’s another reason why immediacy matters. Research in neuroscience suggests that every time you post a request on Twitter for a particular reference, or news report you missed, and you get an immediate response, you get a little dopamine hit.38 It turns out that finding information that provides a quick solution to a problem helps ‘stamp’ the memory in our brain and ‘attaches motivational importance to otherwise neutral environmental stimuli’. In other words, Just-In-Time learning is more likely to stick, while Just-In-Case learning is Teflon-coated.
