Consumers have a basic tendency of thinking with both, their rational and emotional brains. Study after study says it is for emotional reasons when they buy a product or a service. When they try to justify the money (or are about to) to be spent, logic comes into play - particularly when they are prioritizing their wants.
What is emotion analytics?
Emotional Analysis (EA) gathers information about how an individual communicates orally and non-verbally to know the mood or behavior of an individual.