This is Hidden Brain, I'm Shankar Vedantam.

As you may have gathered over the years, I'm a deeply rational person.

Whenever I see a problem, I try and use logic to solve it.

Over the years, I've started to see problems with my approach.

Very often, I've discovered that logic is not the best way to get to solutions,

especially for problems involving human behavior.

We've built a number of podcast episodes around this idea,

we've looked, for example, at the evolution of religion,

at the placebo effect in medicine,

and the show we are bringing you today,

a favorite episode from 2019 about the power of brands.

All of these conversations prompted me to do more research and thinking.

When is rationality useful, and when is it an impediment?

Can self-deception ever be a good thing?

Can we better address the problems with delusional thinking

by understanding the emotional defense mechanisms that trigger such beliefs?

These counterintuitive ideas are at the core of a new book I've written.

It's called Useful Delusions, and it's available now for pre-order.

You can learn more at hiddenbrain.org slash books.

Okay, here's today's show. Hope you enjoy it.

All of us are surrounded by brands.

Designer brands.

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