107188bc_mies_Cheat_Sheet___For_Dummies__The_Rational_Consumer_Model
[The Intuitive Consumer Model] The primary way that advertising influences the consumer is indirectly, through repetitive association of the advertised brand or product with positive themes and images. [The Rational Consumer Model] 
Marketing and communications influence consumers by providing logical arguments that are consciously remembered at the point of sale.
Neuromarketing For Dummies Cheat Sheet - For Dummies