Research reveals that people ultimately will make a decision based on emotion that is triggered even though they may believe they are making a decision based on logic or data.

FORBES: Get Past Your Fear Of Selling By Using Your Emotions

And fundamental economic logic tells you somebody should be making this decision.

FORBES: The Two Alternatives For Health Care Policy

The subconscious mind is a more powerful control force than the conscious mind, and when it comes to decision making what exists in our subconscious often controls us more than logic and reason.

FORBES: The Republican Party Has A Brand Problem, And We Have The Evidence To Prove It