Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Buy Emotion and Reason in Consumer Behavior 1 by Chaudhuri, Arjun (ISBN: 9780750679763) from Amazon's Book Store. Everyday low prices and free delivery on eligible orders. Emotions and Consumer Behavior (Winter 2013) Curator: Patti Williams.
Chaudhuri starts his introduction with some uncontroversial points. Namely that advertising can evoke both emotional and rational responses. Consumer Behavior, 5th Edition.