The role of emotions or rationality in buying decisions of a consumer ,I would believe would depend on the product offering and its utility to the consumer. Products that provide emotional satisfaction i.e.music,dance or films cannot ber compared to items of consumption/industrial products. Ultimately it is the value vs cost that one derives out of a buy will remain the determining factor. The loyalty to a brand dervies out of institutionalisation of such value by the producer/marketer or that product or service which gets built up through tested /proved experience. Any emotional draw can at best be a short term strategy and if the product offering does not measure up to the so called claims irrespective of whether it is delivered on the emotional plane or on rationality ,it will fail in the market place. It is a lax regulatory system in india that is responsible for promotion of products that end up making false claims and try to survive on emotional appeal.
