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Contrary to popular belief, we generally decide with emotion.

Now you may be thinking “Well hang on, I always make logical decisions?”. Now that may seem correct, however it isn’t generally the case. You see, the way our brain is programmed is that we make a decision based on emotions, and then justify the emotions with logic. Subconsciously, we feel towards a specific thing in a specific way; whether it be to purchase an item, to eat something in particular or what to watch on TV.

So emotionally you’ll be connected to a specific thing; then you’ll ‘justify’ the reasons to make the purchase based on ‘logic’ – thus meaning you’ll make it logical for yourself, to then take action.