Rather than taking an emotional approach to investing based on your personal ideas about the political landscape, focus on the opportunities for growth.

FORBES: Worried About Investing In 2013? Buy American and Prosper

Hence the attempt to replace him with Luiz Felipe Scolari, and when that fell through, the appointment of 1994 captain Dunga, symbols of a more emotional, passionate approach.

BBC: SPORT | Football | African | Parreira style

This validated approach fuses emotional and rational category attributes with product benefits and values, and then identifies the category-specific purchase drivers.

FORBES: 50,000 Consumers Vote Their Loyalty to Brands. Results Are In For Apple, Amazon, Apple, Call of Duty, Twitter, Apple, Halo, and Samsung Brands

In short he made Windows Phone 8 emotional, and it was an approach that worked.

FORBES: Microsoft Goes For Emotion As The Key Selling Point Of Windows Phone 8

The assessment approach we took fused the emotional and rational category attributes with product benefits and values, and then identified the category-specific purchase drivers and the expectation levels consumers held for the Ideal product.

FORBES: Apple Sets New Launch-Weekend Record With iPad Mini

To approach the market with anything other than emotional-based metrics to predict choice is to be, frankly, out of style.

FORBES: Emotion Is Always In Fashion

How people approach buying decisions is a mix of emotional and rational criteria, which changes depending on what they are buying.

FORBES: The Big Ideal

Using an assessment-based approach, her company helps people improve their emotional intelligence, communication skills, build stronger relationships and teams, and make more effective presentations.

FORBES: From Command To Conversation: Q&A with Shawn Kent Hayashi

Luxury businesses should take a completely different approach, appealing more to emotion, Williams notes, emphasizing the need for some emotional release or comfort in difficult times.

FORBES: Don't Skimp On Ad Budgets