Posts Tagged ‘connections’

Hard-Wired to Buy: How the Brain Builds Buyers

A graphic of an almond drawn with white lines on a black background.

BY: TONY RONCHI Your brain contains a tiny structure that drives massive decisions: the amygdala. This neural center doesn’t just handle fear — it’s central to all decision-making. It constantly evaluates stimuli, shaping how we perceive value and risk. And guess what it hates more than anything? Ambiguity. In a simple experiment, participants were given…