We like to think of ourselves as rational beings. Being "emotional" can even be a term of abuse, but the truth is human beings do not make decisions by weighing up the pros and cons of each option. We rely on mental shortcuts known as heuristics which let us make decisions quickly but also introduce predictable biases.  

In a high-speed media market, the competition for attention is being won by communicators who know how to harness these dynamics.

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