My, my amygdalae

The amygdalae are almond-shaped groups of nuclei located deep and medially within the temporal lobes of our brain.

They perform a primary role in the processing of memory and emotional reactions. They essentially determine and drive behavior.

And as part of the limbic system they have no capacity for language or logic. They can’t process complicated information like features and benefits and facts and figures. It goes in one amygdala and out the other.

Older note Newer note