Emotional advertising is an important component in affecting consumer behavior. While the mediums for information have changed over the years, the way humans process information and make decisions has not changed in recorded history. Yet, most marketers’ understanding of how consumers make decisions is simply wrong. We have been trained that consumers make mostly rational decisions, even though research shows that this isn’t true. Instead, we make emotional and other non-rational decisions for nearly all purchases. This session will review Nobel Prize-winning research on how consumers make decisions and the implications for dramatically improving marketing using those insights. Real-world examples of successful psychological principles will be used to ensure attendees can immediately apply what they have learned.