Most of the time we ignore the real reason that leads us to behave in a particular way and then confabulations fictitious reasons for our decisions and behaviors without realizing it. However, we believe that we know when we are lying to ourselves but actually do not know.

Is the subconscious part of our brain that decides to perform a particular behavior, which is in charge, while the conscious and rational all it does is further justify why we have behaved in that way. It looks awesome ?. Many neuroscientific studies indicate that it is well and there is little room for free will.

It is the result of thought that comes into our consciousness and not the process of thinking. When we do make a decision by an unconscious process, while consciousness only we get the result of that deliberative process. Once we are aware of what we intend to do or what we have done, our rational brain manages to justify the reasons why we made that decision. And here’s the problem: we rarely know the true motives of our actions. Our brains conspires all the time.

Watch this video to understand more and then we will keep on from where we paused.

0061353248 Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions
Dan Ariely
$9.59  >> Get It Now

Are you guys thinking that I’ve taken some movie type ‘Matrix’ too seriously? If so comes in handy for me to recommend the fantastic book of Dan Ariely on irrational behavior, Las Trampas Desire (Ed. Ariel, 2008). It is a classic in the field and empirical studies are the most cited among current behavioral economists. Some of the issues addressed in the book and will be analyzed in this blog are presented in the back of it: “When we make decisions we believe we have control and make rational choices, but is it? Do we really have control over our actions, how to manage our money but also our time, our energy and our emotions ?.

Why do we buy what we buy? Are we really own our decisions or we can manipulate as consumers? Why free just going expensive? Having more choices helps us make better choices? What happens when the codes of social and business behavior are mixed and confused? What affects us a product look expensive or cheap? Are you spending more who pay by credit card? Why do we buy things we do not need? Do they influence the brands in our degree of satisfaction with a product? Do we decide the same when we’re sexually aroused than when they are?

Hand in hand with Dan Ariely and many other behavioral economists we see surprising newfindings about human nature, that will help us make better decisions in their personal and working lives.


is strongly seasoned and hard-working Graphic Designer with extraordinary creative thinking and project design abilities. With 7 years experience in print and digital, including art direction, web/mobile design and consultation, illustration, packaging and copywriting/editing for clients in fashion, pharmaceutical, furniture, automotive, food & beverage, design, hospitality, financial, broadcast and NGO. I love sharing ideas and writing articles.



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