Unless what you’re selling is solely aimed at the base of Maslow’s pyramid then the purchase decision is an emotional one.

We are creatures of story. How your brand furthers, amplifies, or enhances the consumer’s personal story is the decision matrix.

via Gallup

Screenshot of the post Customer Brand Preference and Decisions: Gallup's 70/30 Principle that shows customer brand and preference decisions are 70% emotional and 30% rational