" People rely on intelligence to solve problems, and they are naturally baffled when comprehension proves impotent to effect emotional change. To the neocortical brain, rich in the power of abstractions, understanding makes all the difference, but it doesn’t count for much in the neural systems that evolved before understanding existed. Ideas bounce like so many peas off the sturdy incomprehension of the limbic and reptilian brains. The dogged implicitness of emotional knowledge, its relentless unreasoning force, prevents logic from granting salvation just as it precludes self-help books from helping. The sheer volume and variety of self-help paraphernalia testify at once to the vastness of the appetite they address and their inability to satisfy it. "

― , A General Theory of Love