People buy with emotion and justify with logic. In fact, neuroscience suggests that most buying decisions are made subconsciously - actually outside of the buyer's rational control. Harvard Business School professor Gerald Zaltman says that 95 percent of our purchase decisions take place unconsciously and our conscious mind actually makes up reasons to justify them.
Big brands like McDonalds, Burger King, and Pizza Hut have tapped into these bizarre brain biases by, for example, by choosing a color combination known to stimulate hunger. . . .
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