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They wanted the answer to the "why" question, so they began to read about the two sides of the brain, and how they differ. They found out that the left side of the brain is used for logic, language, reasoning, rationalizing and other cognitive functions. It is also the location for short-term memory. The right side of the brain functions in emotions, creativity, motivation and long-term memory.
According to this website, people will always explain their reasons for consumer decisions and behavior through rationalizations, because they want to sound like logical, intelligent people. Kenny and Associates think the best way to understand your customer is to find the real motivation for how they behave, not just the rationalizations they give...
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