107188bc_mies_Cheat_Sheet___For_Dummies__The_Rational_Consumer_Model
[The Intuitive Consumer Model] Most purchase decisions are made spontaneously and without much conscious deliberation at the point of sale. [The Rational Consumer Model] 
A cost-benefit calculation is made to make a purchase decision at the point of sale.
Neuromarketing For Dummies Cheat Sheet - For Dummies