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Animal instinct: do you know why you do what you do?

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David Carter
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We can all be a bit irrational and emotional when it comes to making decisions, much of the time without any reason or explanation.

Enter Lab, a London-based digital agency, who have come up with a unique psychology model that helps them to empathise with all aspects of decision-making – the rational, the irrational and the emotional, thereafter giving them an animal (monkey, lion or dog) with similar traits.

The monkey is a contextual thinker and wants to make a difference and leave a legacy.

The lion is also a rational thinker, and is powerful, paying great attention to their thoughts and judgements.

Finally, the dog is an emotional thinker unlike the other two, mostly paying attention to their feelings in relation to other people, and is loving and trusting.

The test launched on Lab’s site today (23 August), so of course I took the test myself out of curiosity, and was told I was a monkey.

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David Carter
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