memories

Conscious and Non-Conscious Processing No decision can be made without input from past experiences, past learning, past memories and, hence, emotions. This may explain why behavior can be different while brand attributes are similar, writes ANNE THISTLETON. We often believe that we make rational decisions; those that we believe to be objective and not influenced by our emotions. We see ourselves consciously deliberating on these decisions, so we often deem them as rational. However, physiologically, there is no such thing as purely objective/rational judgment as there is no place in our mental processing system that is devoid of…