Douglas Van Praet argues that while decision making is governed by our emotions, brands should still provide people with a logical lifeline (but they should steer clear of research that lets the post-rationalizing tail wag the emotional dog).
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The End Of Rational Vs. Emotional: How Both Logic And Feeling Play Key Roles In Marketi... - 2 views
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Neuroscience and Moral Responsibility - The New York Times - 2 views
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