• Evidence in both psychology and behavioral economics demonstrates that we are not the Mr. Spock-like thinkers and actors that we think we are.
• We are unaware of our unconscious mind, yet it exerts considerable influence over how we think, feel, and behave.
• Primitive instinc...

We like to think of ourselves as highly evolved and rational beings who think, feel, and act in ways that are intentional and reasonable. We hold this perception because it enables us to believe that we are “captains” of our lives and help us believe that we are in control of the choices we make ...

First, despite our being supposedly so evolved compared to the rest of the animal kingdom with our cerebral cortex and, more importantly, our pre-frontal cortex, we frequently still respond to the world as animals driven by our p...

At the same time, I don’t want to completely discredit any value that our unconscious minds may have; Mr. Spock made poor decisions despite his strong sense of what is logical. The unconscious mind isn’t driven solely by unhealthy forces. On the contrary, whether you want to call it your gut,

Lastly, the more that primitive forces and emotional baggage direct our lives, the more those characteristic ways of acting on and reacting to our world become habitual and the first response we make, even when it may not be appropriate or healthy. For example, when we perceive someone judging us...

The PFC allows us to engage in what is commonly referred to as “executive functioning ,” which involves the ability to guide our behavior in more intentional ways by weighing pros and cons, calculating risk...