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The blue mind book6/8/2023 ![]() ![]() “We’ve studied your brain on everything - wine, music, even bacon. Nichols began looking for research on the neuroscience of water. Marketers have understood this for a while.” ![]() “Even what we have for breakfast is an emotional decision,” he said. Nichols learned the fishermen take pride in their work, and their colleagues were their friends, so there was a social aspect to it.ĭuring his research he also discovered all decisions have an emotional component. He asked if they would consider a job building boats, which is safer and pays more. “But I knew that couldn’t be the only reason,” he said. So Nichols asked fishermen what motivated them to kill an endangered animal. ![]() “I knew I could study sea turtles and travel to great places but to solve the problem I needed to work with the people who were hunting them,” he added. “I wanted to help solve problems, not identify them or describe them. “I knew a small group of people would read my papers but I would never change the world,” he said. His field work took him to Mexico, where he studied sea turtles. ![]()
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