Appealing to logic has limited appeal

We’re intelligent, we can add up all the pluses and minuses and (like the rationalists that we are) think that we can arrive at the correct decision.

Talk about wishful thinking. We simply cannot hold in our head all the pluses and minuses our deliberation demands. Our attention and memory have limited supplies.

That’s why our emotions kick in. Emotions make the decision for us faster than we can rationalize.

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