How will you make that decision? We think that we are reasonable, rational people and that our decisions are made by careful thinking. But the reality is that the Web site we pick, what we decide to do while there, and whether we buy or not are decisions and actions that we make in a largely unconscious way.
YOU’RE SO SMART YOUHAVE THREE BRAINS The old brain The mid brain The new brain
WHAT HAPPENS WHEN WE FEELAN EMOTION ANYWAY? WHAT MAKES US human is that we have all three brains. But since the new brain is the only part of brain functioning that we are conscious of, we think it is the most important player. Our mid brain (emotions) and old brain (automatic functioning) processing are, for the most part, unconscious, but here’s the interesting thing: our behavior and our decision-making is just as affected, actually, even more affected by our old brain and our mid brain than it is by our new brain.
YOUR UNCONSCIOUS IS SMARTER AND FASTER THAN YOUR CONSCIOUS MIND BUT WE KNOW WHAT WE LIKE AND WHAT WE DON’T, RIGHT?
SO THEN, WHAT MAKES US CLICK? We like to think we make our decisions based on careful thought, but most of our decisions and actions come from our unconscious. The unconscious is smart, efficient, and fast. We couldn’t survive without it. Web sites that “speak” to all three brains (old brain, mid brain, new brain) are the most effective.