The self-decieving brain shapes our personal lives in innumerable ways. It influences our search for meaning—for companionship in the face of loneliness, for comfort in the face of illness. It shapes the way we interact with brands, and it governs many rules of interpersonal communication. When we ignore its directives, it doesn’t go away quietly. It springs back with a vengeance to undermine the plans and goals of the rational mind. It insinuates itself into our relationships, and reshapes our perceptions of reality. Its greatest power, however, is not in the way it shapes our individual
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