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The middle brain is where emotions reside from "summary" of O Código da Persuasão by Christophe Morin,Patrick Renvoise
The middle brain, also known as the limbic system, is the part of our brain where emotions reside. This is the part that drives our decisions, often without us even realizing it. It's where our deepest desires, fears, and motivations lie, shaping the way we perceive and react to the world around us. When we communicate with others, it's crucial to tap into this emotional center to truly connect and persuade. Rational arguments alone are not enough to sway someone's opinion or behavior. Emotions play a significant role in decision-making, leading us to act based on how we feel rather than what we think. By understanding how the middle brain functions, we can tailor our messages to resonate with people on an emotional level. This means appealing to their desires, fears, and motivations to create a strong emoti...
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