The Emotional Life of Women

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An implicit equation has hamstrung Western civilization for at least 300 years and harmed the effectiveness of advertising equally as long.

I’m referring to the equation that judges rationality as superior to emotions, with the former traditionally being the cherished fiefdom of male executives at major companies and the latter the squishy, touchy-feely and not altogether important province of female consumers. But breakthroughs in brain science over the past quarter century have laid that false duality to rest: we’re all primarily emotional decision makers, and since everybody feels before they think, objectivity is a myth and so is pure, disciplined rationality.

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