Speaker: Susan Weinschenk We think that people are logical and rational, and that their decisions are made by careful thinking. But the reality is that the actions that people take at websites – whether they decide to register, buy, or take the action we would like them to take — are made in a largely unconscious way. Although some decisions might come from the rational part of the brain, many decisions and actions are based on emotion, and many are based on automatic triggers that people react to from something at the website.