Emotion chooses the destination; logic explains the route
People make decisions emotionally, then justify those decisions with logic after the fact.
Desire drives the purchase, the car is already being delivered, and only afterward does the buyer assemble logical reasons such as resale value, reliable transportation and improved client confidence.
Refined insight
People often decide with emotion and recruit logic afterward to defend the decision.
The underlying insight
Facts alone may fail to change a position because the position can be serving an emotional need, identity, preference, fear, or desired outcome. Effective persuasion therefore begins by asking questions that uncover what the person wants, values, or fears.
A better alternative can then be framed as a stronger way to achieve that underlying objective, after which evidence and logic can support the new direction.
