I think marketers rely on emotion a lot to sell... They do. Especially with cars, but it can be seen in almost every imaginable product (both physical and tech

I think marketers rely on emotion a lot to sell... They do. Especially with cars, but it can be seen in almost every imaginable product (both physical and technological). Look at an Apple commercial. Let's take the Mac vs PC version. Of course points of pain (viruses) are brought up, but emotionally we connect to the feeling of "victory" over the PC when we have a Mac. And if we don't, we feel a sort of defeat. If we have a PC and we see our friend Mr. PC embarrassing himself because the Mac is so obviously better (as implied in the commercials. Your current opinions need not apply), we get hurt, even insulted. We can be defensive. We want to be on the "winning" side. It's our emotions that tell us "we want to be cool, like the Mac." So we buy a Mac. For most consumers, it's not the direct, logical comparison that causes us to buy. Those comparisons are justifications for our purchases. We've already decided what we will buy, now we need to justify it.