What factors affect decision making and how does this differ at conscious and unconscious levels? – Happy Brains

What factors affect decision making and how does this differ at conscious and unconscious levels?


If you keep trying to convince the rational part of the brain (the neo-cortex) to decide you will negatively impact the decision-making process, because you won’t be using the correct stimuli.

For example, when the primal brain decides, it requires a tangible proof of what you can do to lower the pain of that decision (cost, loss of time, impact on career …) and guess what? If you stick to being rational the decision maker will loop back to the only one proof at hand: “Give me a discount”!

When you target the primal brain and position yourself, your products/services, your company as the unique option to remove the subconscious frustration you will be perceived as the one to work with/purchase from.

Conscious = loss of margin

Subconscious = strong bond in the brain!

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