In "Win Bigly," Scott Adams argues that human beings are primarily emotional when making decisions. He suggests that rather than relying solely on logic or facts, people often allow their feelings and emotions to guide their choices. Once a decision is made, they then construct rational explanations to justify their initial emotional response, highlighting the complex interplay between emotion and reasoning in the decision-making process.

This insight challenges the notion that people are purely rational beings and emphasizes the significance of understanding emotional influences on behavior. Adams' perspective suggests that effective persuasion must tap into these emotional aspects, as it can be more impactful than presenting cold, hard facts. Ultimately, this approach recognizes the vital role emotions play in shaping our beliefs and decisions.