In his book “The 7 Triggers to Yes” Russell Granger highlights scientific evidence that decisions are emotion-based. He points out that the primitive part of our brain, the part responsible for our protection, makes instantaneous, emotional decisions that override the logical and relatively new part of our brains. This is an efficient means for making decisions. Imagine if every single time you had to decide something you had to perform a detailed analysis, pros, cons, etc. By using previously stored emotional tags we can recall them for future similar situations.