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What’s more, showing great confidence is a powerful advantage in business because it leads people to evaluate you as more competent, which can make you more influential. The allure of confidence even appears to be embedded in our brain. Studies have found that when we encounter someone exuding confidence, an area of our brain involved in feeling positive emotion, the ventromedial prefrontal cortex, is stimulated. Scientists conjecture that we’ve evolved to fear uncertainty, and confident people come across as having good reason to be certain.