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MODULE 1
LESSON 1.3
Emotion First, Logic Second
Why decisions happen emotionally, then get justified logically
The Decision Sequence
Neuroscience confirms what great salespeople have always known: the emotional brain decides first, then the rational brain constructs a justification. This happens in milliseconds.
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→
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Emotion decides → Logic justifies
The Role of Narrative vs. Systems Thinking
Humans are narrative creatures. We don't buy products—we buy the stories those products tell about us. The logical features exist to justify the emotional story we've already bought into.
Exercise
Your Assignment:
Interview someone about why they bought something expensive (car, house, major purchase). Listen for the emotional reasons disguised as logical justifications. Document the pattern.