KAOS Radio Austin

The Reptilian Brain, or R-Complex, is the part of the brain that mammals share with reptiles. It is responsible for rage, xenophobia, and the survival "fight or flight" response. Psychologist Clotaire Rapaille believes that ultimately all purchasing decisions are made here, overriding any logical concerns. For instance, it does not matter that SUV's are gas hogs that overturn easily; they press the "reptilian hot button" for "domination" and that's what matters.
http://en.wikipedia.org/wiki/Reptilian_brain

Clotaire Rapaille: http://www.rapailleinstitute.com/