Is it more likely to go for the chocolate brand that Grandma used to have? Or would you rather choose the unknown candy bar? The decision is often made quickly. Brands or products that do not trigger emotions in the customer are practically worthless for the brain. However, the stronger the positive feelings conveyed, the more valuable the product, service or brand and the more willing the customer is to spend money on it. So we can hardly speak of rational purchases.
The human brain acts associatively, interpretively and selectively. Accordingly, we do not act rationally, but rather on an emotional level as a result of the experiences gained in our life.
The limbic system is responsible for this. Among other things, this functional unit of the brain serves the processing of emotions or the development of instinctive behavior and is accountable for the release of endorphins.