The Power of the Limbic Brain in Decision-Making

The power of the limbic brain is astounding. It not only controls our gut decisions, but it can influence us to do things that seem illogical or irrational. Apple's computers are at least 25% more expensive than a Comprable PC and have fewer software available for their operating system. But some don't just buy them, they love them, says John Sutter. The undying belief in something bigger and better drives that kind of behavior.