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Thedec i s i onst ha twema k ea r eba s edonouremot i ons . Wi t houtt he Li mbi cs y s t em wor ki ngi nt hebr a i n( t hea r eat ha tc ont r ol souremot i ons ) , wec a nnotma k es i mpl edec i s i ons . F ort hi sr ea s onc ompa ni eswi l l g ot oext r emel eng t hst oma k ec ons umer sf eelac er t a i nwa ys ot he y c hoos et ha tbr a ndorpr oduc t .I ti snor ma lf orc ompa ni est oempl oy peopl et oma r k ett hei rbr a nd, howe v ert hi sha sbec omeoutofc ont r ol . Thewa yt ha tt heemot i onoft r us ti spor t r a y edt oc ons umer sha sbeen f i l t er eda nda da pt edi ns uc hawa yt ha twhent hec ons umerel i c i t st hi s emot i on, i t ’ sof t enqui t ea r t i f i c i a l . Wea r ebomba r dedwi t hc l e v erc ol our pa l et t es , i ma g esoff a mi l i es , ba l a nc edl a y out sa nda nt hr opomor phi s m; a l l t og ui deusi nt oma ki ngadec i s i ononwhi c hba nkwec hoos e,whi c h c of f ees hopwev i s i ta ndwhi c hbr a ndofc l ot heswewea r . Thepr a c t i c a lwor kha sbeeni nf or meddi r ec t l ybyt her es ea r c ht ha tI ha v ebeenl ooki nga tf ormydi s s er t a t i on, i tt a k esas l i g hts a t i r i c a la ng l e a ndf oc us esonhow ac ompa nyc a ng oa boute v oki ngt heemot i onof t r us t . Mya i mf ormypr a c t i c a lwor kwa st oi nf or m peopl eofwa y st ha t t hei remot i onsc oul dbebei ngma ni pul a t eda swel la si tbei ngaus ef ul t oolf orc r ea t i v esa ndt hos ei nt er es t edi nbr a ndi ng .


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