Decision Making is Unconscious

Len Stein writes:
" ... Marketers are realizing that decision making is largely an unconscious process. While neuro-scientists continue to expand our knowledge of how the brain functions, psychology will determine how specific decisions are made based on one's values.

Dr. Joel Weinberger, and his partner, professor of psychology Drew Westen (author, The Political Brain), have pioneered the field of implicit association testing. We hope you will want to explore this emerging field and we look forward to discussing the issue. .... ".