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The Consumer Mind by Pepe Martinez

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10

Make your mind up!

The firefly only shines when on the wing; so is it with the mind.

BAILEY

A long cultural tradition

We have grown up in a western culture, where great importance is placed on the rational aspects of being human. This is logical if we consider that the ability to think is the fundamental difference between humans and other species of animals.

Until the beginning of the 19th century it was thought that human behaviour was guided, or ought to be guided, by thought or by reason. But towards the end of the 18th and beginning of the 19th centuries, the theories of Sigmund Freud (1856–1939) showed that our behaviour can be greatly influenced by unconscious issues relating to emotions stored within the mind, to which we do not ...

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