More on Choice

Why do people think and do things? You perceive that your choices come from a logical place. However, people underestimate the importance of the emotions in your decision-making and you rationalise your decision later.

NB There are as many neurons in the gut as there are in the heart and brain.

(source: Edwina Pike, 2022)

When we make a decision, generally you remember the feeling and the impact of that decision,  rather than the process of developing the decision.

Decisions made on gut feel, emotions, etc are surprisingly predictable.