I understand what you say, but unfortunately it's not correct. We believe that our decisions are 100% analytical and conscious, the result of a thinking process

I understand what you say, but unfortunately it's not correct. We believe that our decisions are 100% analytical and conscious, the result of a thinking process, but reality is that our old and middle brains are almost always in charge and deeply influence our decisional process. For a primer I suggest "Neuro web design", you can find it on Amazon, it's pretty short and has a generic approach to the matter. Anyway, desirability and in general influencing a potential customer shouldn't be thought as some kind of cheating, it's completely natural and I dare say honest. Especially because a product that is badly designed is unlikely to influence us (and it's clearly written in the article). You're probably particularly interested in the concept of Personas and mental models.