Most behavior and decision-making isn’t conscious. That means that they will have to engage the mid brain and the old brain, in addition to the new brain. We want to think that we are making logical decisions, even though we aren’t. The most effective Web sites are Web sites that talk to all three brains. When the Web site engages all three brains, then we click.

Susan M. Weinschenk, Ph.D., NEURO Web Design - What makes them click?