For a long time, it was believed that people make decisions rationally, while the importance of emotions was not recognised. Nowadays, we understand that people tend to make decisions based mostly on their emotions and positive and negative affect.
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Emotions have a stronger impact on what we do, what we prefer and what we reject, and the same can be said for what product or service we choose to purchase. In fact, one study by neuro scientist Antonio Damasio showed that people without emotion often struggle to make decisions at all…
