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EMOTION
PEOPLE WHOSE LIVELIHOOD depends on selling something have known this instinctively for centuries, if not millennia. Emotions play a critical role in decision making. But it’s only been in the last few decades that science has shed some light on exactly how that works.
Enormous amounts of research in psychology, behavioral economics, and neuroscience concludes that human beings make rapid, subconscious, and emotional decisions in one place in the brain (the limbic and root brain areas), and then justify (or possibly adjust) those decisions more slowly, logically, and rationally in another area of the brain (the neocortex).1
That may ...
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