Sort Your Brain Out by Jack Lewis & Adrian Webster

Author:Jack Lewis & Adrian Webster
Language: eng
Format: mobi
Publisher: Wiley
Published: 2014-02-26T08:00:00+00:00

Push and pull

When it comes to emotional bias, our more difficult choices are often finely balanced. We are drawn by a very subtle emotional pull towards similar options that have in the past resulted in positive outcomes and a gentle emotional push away from those that resulted in a negative one.

We've already heard that the pull appears to be generated in the Buy Button (Nucleus Accumbens stop). The push can be caused by several different factors, including the discomfort associated with a hefty price tag. This one is created in an island of brain tissue known as the Insula – a stop on the Limbic Line buried deep between your Temporal and Frontal Lobes. Another form of push instinct sets warning bells ringing in your Amygdala (also on your Limbic Line) when you worry that a choice is simply too risky.

Alarm activated

Alarm bells can be set off by the slightest of things. If a yogurt is described as “90% Fat free” – not a problem. But if the same statement is reversed to read “10% Fat” – DING DONG!

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