The lie of rationality in consumer decisions
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The lie of rationality in consumer decisions

We’ve been sold a lie and it’s a big one. The lie has far reaching implications and is insidious because we desperately want to believe it. We’re special primarily because of our capacity for rational thought, unlike wild animals. We are certainly not lumbering bees slashing out from reflex or ruled by strong emotions and passions. None of us want to believe…