Jonah Lehrer dives deep into this his book, How We Decide. In an interview on the question, he answered - "For the first time in human history, we can look ins

Jonah Lehrer dives deep into this his book, How We Decide. In an interview on the question, he answered - "For the first time in human history, we can look inside our brain and see how we think. It turns out that we weren't engineered to be rational or logical or even particularly deliberate. Instead, our mind holds a messy network of different areas, many of which are involved with the production of emotion. Whenever we make a decision, the brain is awash in feeling, driven by its inexplicable passions. Even when we try to be reasonable and restrained, these emotional impulses secretly influence our judgment." Put another way, there is no real bright-line divide between rational, intuitive and emotional. Rather they form a decision-making fabric and even when we believe we are deciding in an entirely rational manner, we're not.