There’s more evidence all the time that even the most rational among us make purchase decisions for reasons that depend as much or more on emotion than logic. Often, we’re swept up by the emotion, then backfill the rationale for our decisions. Donald Trump went straight for the emotional pitch every time, fueling his messages with pure adrenaline, while Hillary Clinton relied more on a presentation of the facts as she saw them. Like it or not, emotion is just more persuasive. And that’s a fact.