Armand Cognetta

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proposing. First, we’re suggesting that key human behaviors are often driven by multiple motives—even behaviors that seem pretty single-minded, like giving and receiving medical care. This shouldn’t be too surprising; humans are complex creatures, after all. But second, and more importantly, we’re suggesting that some of these motives are unconscious; we’re less than fully aware of them. And they aren’t mere mouse-sized motives, scurrying around discreetly in the back recesses of our minds. These are elephant-sized motives large enough to leave footprints in national economic data.
The Elephant in the Brain: Hidden Motives in Everyday Life
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