Our brain, a rationalizing machine

We rely on our emotional feedback to take decisions based on how we feel looking at, holding, or thinking about a situation, a person or an object.
Most of the decisions we take, thinking that they are rational, are based on hunches.
We do business with people we like, we buy cars, clothes, or furniture we feel connected to on an emotional level.
After a decision is made, our brain takes over and rationalizes it, giving us a logical reason that would satisfy us and justify our choice.
We are the result of our upbringing and our experiences. At the moment of our birth, we are open, vulnerable, we take the world in as it comes. As we start to grow, we learn that fire could hurt us, that lack of food could make us uneasy, that certain insects or animals could harm us.
Slowly, we start to shun the discomforting aspects of our lives, and be more accepting to the more rewarding one. 

What we consider harmful or favorable, which differs from one person to the next, colors our choices in life and makes us pick one path rather than the other.

Our brain is a splendid rationalizing machine, it can give valid reasons for our behavior where none exist.

It could provide us with a slew of believable reasons as to why a childhood friend is now a foe, as to why our favourite dish starts to make us queasy, as to why an unbridled spending spree is key to our mental health