Because emotion is intrinsic in decision-making. When independent researchers conducted a blind taste test, they found that the majority of participants actually preferred the taste of Pepsi. For less conscious thought, your basal ganglia - which is centered at the base of the forebrain - will guide you through automatic activities. When you're driving your familiar route to work or cooking a beans-on-toast dinner, your basal ganglia is controlling your movements and processing your environment. When you're trying to solve the problem to unlock the world's riches, you might find relaxing in a bath and with Netflix the best way?

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Indeed emotions play a crucial role in decisionmaking The taste preference ... View the full answer