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Risk, Reward and the Buying Matrix

on 06 Jan  Posted by Admin  Category: Internet Related  

by Gord Hotchkiss
http://www.enquiro.com

Last week, I explored how two parts of our brain, the Nucleus Accumbens and the Anterior Insula, are key in driving our buying behaviors. I compared them to the gas pedal and brake of our buying “engine”. The balance between the two is key to understanding how we are driven towards our ultimate decisions. The Nucleus Accumbens drives our anticipation of an emotional reward, and the Anterior Insula creates anxiety around areas of risk.

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