Rajiv Moté

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The McCoy part of our brains, which we will call the X-system, is essentially the emotional approach to decision making. The X-system is actually the default option, so all information goes first to the X-system for processing. It is automatic and effortless. The judgments made by the X-system are generally based on aspects such as similarity, familiarity, and proximity (in time).
The Little Book of Behavioral Investing: How not to be your own worst enemy (Little Book, Big Profits)
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