We're learning a lot about how we humans make decisions thanks to research from the worlds of behavioral economics, psychology, and even neuroscience. What it comes down to is that we're not the rational decision makers that we think we are. Rather, emotions rule our decision making process.

Some rational reasons for irrational behavior

Interested in learning more about the surprising power of emotion in how we make decisions? Check out these reads:

• "The rationally irrational reason you need a brand purpose." This highlights some of the experts working in the field who are doing the research that is helping us understand the role that emotion plays.
• "Branding: it’s not rocket science. It’s brain science." Check out this post for a working example of how a change in how we portray our brand can help us target the part of the brain that's responsible for decision making.
• "Let's get irrational with our brand!" This shows the danger of rational positioning and talks about how brand purpose can help you escape the descent into oblivion.