107188bc_mies_Cheat_Sheet___For_Dummies__The_Rational_Consumer_Model
[The Intuitive Consumer Model] Feelings about products and brands are the main memories retrieved by consumers; facts are remembered sporadically and often incorrectly. [The Rational Consumer Model] 
Factual information can be retrieved by the consumer, completely and accurately.
Neuromarketing For Dummies Cheat Sheet - For Dummies