Graeme Newell

Why Your Stubborn Brain Refuses to Give up on a Poor Choice

When’s the best time to make an important choice? Brain research tells us there are two specific situations to avoid: after a big win, or after a big loss. Experiencing either of these situations floods our noggin with a river of powerful brain chemicals. This is the time when we’re most likely to disregard the hard data and make an impulsive choice.