95% of decisions are considered preconscious. In fact, the majority of decisions we, as humans, make are automatic or based on “gut feel”, rather than conscious decision making.
So then why are so many businesses building websites for consumers who view and act based on their rational brain? This is the question Tim Ash (@tim_ash) posits during his SES Chicago session “Beyond the Click: Conversion in the Social World.”
The human brain, shaped by thousands of years of evolution, is
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