Patrick Renvoise & Christophe Morin - How does your brain make decisions? This book stipulates that twenty-first century consumers have less control over their rational choices and decisions than they may think. The Authors explain the interactions between our “new brain” and “old brain”, and how our old brain has retained a remarkable grip over our everyday lives in spite of our evolved and rational new brain. Based on these finding, the book provides a detailed methodology to connect with and influence the old brain and the ultimate decision of our prospects.
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