Irrational "cool" -- How are we wired to make decisions?

As social media continues to ramp up--whether we want it or not--efforts to determine just how consumers (or the general public for that matter) make decisions also continues apace. Are we more emotional? Or do we deploy rational logic?Related to this is the consideration that the elusive title of "Cool" is irrational from a number of dataviews -- how "cool" is defined, who possesses the authority to bestow the title of "cool" and the like. The mysteries of the Human Dynamic--what motivates and drives us--continue with little real illumination.

PR News offered up a recent piece on human emotions and drivers which was quite interesting and worth a read, especially as some marketers and PR pros will serve up high emotion (which may promote irrationality) to motivate decision-makers. Among other bits, the PR News account included the above motivational/emotive map of blackberry users vs. iPhone owners. Clearly the Blackberry types are a bit more achievement-oriented and practical than the iPhone people, who clearly view the objective of "having fun" as more of a driver.

As one lets this all roll around in one's head, then the progenitors and outcomes concerning any given "brand" begin to insert themselves. As humans indiscriminately assign value to an object or concept--thus producing the "brand"--how is this process truly influenced?

Perhaps some food for thought in this cluttered market- and mind-place.