It is our rational brain.

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The rational response to the injection of brain waves into Madison Avenue is that it will neither revolutionize marketing nor make us consumer slaves.

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Traditional education stresses tests and punishments, two things that Mitra said causes the brain to shut down its rational processes and surrender to fear.

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This careful, sometimes precarious, balance between rational and emotional can easily go off kilter when the brain locks into the evolutionary imperative that is sex.

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