The Myth of the Rational Buyer: How Too Much Thinking Can Hurt Your Brand »

FastCompany discusses a book by Harvard scholar Gerald Zaltman, How Customers Think, that suggests only 5% of consumer purchasing behavior is based on rational thought:

Especially in these tough times, people want simplicity and authenticity. That’s the exact thing most great designs provide naturally, and the distinction that helps brands earn a place in consumers’ hearts.