Approach
Between eclecticism and reductionism
Seduction by reductionism
Avoiding dangerous "explanatory traps"
Multidimensionality as a guiding principle
The multidimensional perspective enables a holistic approach
First core component: creativity
Second core component: multiperspectivity
The great relevance of the unconscious and the emotions
Emotion and cognition are no contradictions
Psychological motives as an overall explanatory and analytical model
Three motivational clusters: activation, dominance, structuring
Deep Brain Approach: paving the way for innovative and unusual strategic methods

Emotion and cognition are no contradictions

Emotion and cognition are not contradictory here but interlock and belong inextricably together. This means that emotional responses usually have a cognitive component too, whereas cognitive assessments are also associated at least with a tinge of emotion.

The simplest way to differentiate emotions is between “desire” and “aversion”. Beyond these we distinguish between basic emotions such as joy and sadness, fear and anger, surprise and reassurance, rejection and trust. In each case, several secondary and tertiary emotions are appended to these basic dimensions. By including emotional attributes into the strategic analysis it is also possible to take unconscious processes into consideration and to explain the seemingly inexplicable.

It is, therefore, the main concern of the Deep Brain Approach to devote special attention to the emotional component in analysing human realms of perception and experience. In principle, however, the approach aims at dialectically relating cognitive and emotional dimensions and dovetailing them productively.
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