Many decisions are influenced by cognitive bias
By - Neal Cole

Can You Measure Customer’s Sub-Conscious Motivations?

Sub-Conscious Motivations Are Hidden From Us: Neuroscience suggests that up to 95% of our decisions are made by our emotional sub-conscious brain and yet most research targets the conscious mind. To understand implicit (psychological) goals it is therefore necessary to access the unconscious brain as this is known to direct attention towards brands and is more predictive of purchasing behaviour

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