If you conjure up a memory, picture, or idea, you create it in your mind. When we think of adventurers, many of us conjure up images of larger-than-life characters trekking to the North Pole
evoke or call forth, with or as if by magic; "raise the specter of unemployment"; "he conjured wild birds in the air"; "stir a disturbance"; "call down the spirits from the mountain"
If something such as a word or sound conjures up particular images or ideas, it makes you think of them. Jimmy Buffett's music conjures up a warm night in the tropics What does the word `feminist' conjure up for you? = evoke