Term

Damasio

Antonio Damasio, a neuroscientist. He proposed the idea of somatic markers and showed that emotions take part in decision-making.

Buyology: Truth and Lies About Why We Buy, Martin Lindstrom

Explained in

• Buyology: Truth and Lies About Why We Buy, Martin Lindstrom
• The Happiness Hypothesis: Finding Modern Truth in Ancient Wisdom, Jonathan Haidt

  Antonio Damasio, a neurologist. He studied people with damage to the frontal cortex and showed that without emotions it is hard to make even simple decisions.

• How to Sell When Nobody's Buying, Dave Lakhani

  Antonio Damasio, the American neuroscientist who introduced the concept of somatic markers. Lakhani leans on his idea to explain why people buy.

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