We all like to think we make buying decisions on a rational level, but neuroscientists tell us otherwise. While marketers have known this instinctively, brain mappers have shown that the smallest part of the brain, the amygdala, lights up like a Christmas tree when confronted with fight-or-flight or in this case buy-or-fly situations. Humans are pain-avoiding machines. Sometimes our pain points are conscious and sometimes unconscious. And once you know that, you can sell to it.