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LIMBIC BONDING…J Heaton, Winnegrad

Science in brain studies is now showing us that we have to be less scientific, less rational in marketing fragrances. M. Gazzaniga says; “98% of what the brain does is outside of conscious awareness.” The brain: the neocortex- is not really in control as much as it thinks. Most of […]

THE POWER OF ALTRUISM…D Brooks NY Times, winnegrad

Western society is built on the assumption that people are fundamentally selfish. Machiavelli gave us influential philosophies built on human selfishness. Freud gave us a psychology of selfishness of children. Classical economics adopts a model that says people are primarily driven by material self-interest. Political science assumes that people are […]