With feelings providing tonal background, secondary emotions sense and further measure relevance. Reason is used to label and analyze what the secondary emotions sense and measure, but secondary emotions are preeminent in the decision process. Brain patients who have lost access to secondary emotions cannot routinely make personally advantageous decisions even though their reasoning functions remain normal. This suggests that contrary to the common idea that consumers rationalize their emotion-based decisions, they emotionalize the rational content of their minds. Personal decisions depend on emotional responses to images that reasoning processes produce.
Reason can analyze, but only the secondary emotions can prioritize.
This is indicated in the behavior of brain patients without access to secondary emotions, and indeed, do not even have a sense of self. In summary, DRM is a framework for identifying individual consumers' needs and motivations and guiding marketers in creating messages that have the best chance of generating consumer interest and converting that interest into a buying decision. Importantly, communications based on DRM protocols can motivate individual consumers who receive information through mass media to internalize information virtually as though it were customized for them. In that book, Mr. Wolfe first proposed the idea that consumers' behavior is more determined by their levels of personal development than by their age. In 1992, PacifiCare Health Systems of California asked Mr. Wolfe to review the results of a study the firm had commissioned.