February 2019
Beginner
216 pages
4h 10m
English
What motivates human beings? That's a question every marketeer and every company in the world would like the answer to. Understanding motivation is the key to shaping behavior, and once you can shape behavior, you are on the road to riches. As we saw in Chapter 2, the brain has two different modes of thinking—fast and slow (or the automated, impulsive and subconscious thinking and the conscious, reasoning, analytical thinking, if you will). A major difference between the two thinking modes is that the rational brain contains a crucial brain function called impulse control, which we will elaborate on later in this chapter.
Your two different modes of thinking can be triggered individually by external ...