107188bc_mies_Cheat_Sheet___For_Dummies__The_Rational_Consumer_Model
[The Intuitive Consumer Model] Marketing and advertising primarily influence consumers in nonconscious ways. At a conscious level, consumers believe ads and marketing have no effect on them. [The Rational Consumer Model] 
Marketing and advertising communications are messages that deliver rational, logical arguments about brands and products.
Neuromarketing For Dummies Cheat Sheet - For Dummies