The most important trend you need to know is that the brain, of every person – whatever their culture, education, religion, skin colour etc…. is, makes its decisions in a very specific way. It has been proven, without any reasonable doubt, that we are not making rational decisions, but primal decisions.
The decision process isn’t a top-down process (a rational decision is reached and then followed by action), but it’s a bottom-up process (the decision is made and only then is rationalised).
This process is used for every decision