This study analyzed what is the sound format that stimulates to a greater extent the creation of mental images in the listeners, which allows them to get more involved in the story, gives them more attention, motivation, emotional activation, and favors their recall. To do this, an experiment was designed where a sample of subjects who listened to fragments of audiobooks with different formats (only voice, different voices, voice and music, voice and sound effects). While listening to the audiobooks, their physiological response to the audio stimulus were measured: attention, arousal, and emotional reaction. In addition, they filled out scales to measure the creation of mental images and the involvement. Finally, a memory test was performed to measure the recall of the story.