Logic vs. emotion is a false dichotomy

All transactions and all actions are emotional. They involve and trigger feelings. In normal life, a non-emotional state does not exist. The mind-body organism just does not function without emotions. Even the most apparently rational, logical person is emotionally active, although they will probably have developed ways to control the intensity of their emotions.

Only machines are completely logical, operating entirely on the basis of data, unaffected by any emotional associations with the data.

Whatever the buying decision and the focus of attention (technical specs, colour etc.) the process proceeds or not on the basis of emotional checks or impulses. It proceeds on the feelings that the prospective buyer has about the product in the here and now, the feelings that they have about the buying process and the feelings they expect to have if the buy the product and use it.

Logic vs. emotion is a false dichotomy.

There's information that is relevant to the buyer (the colour, the engine size, the procession speed, the name of the designer, the tone of the salesman's voice, how clean the toilets are etc.) and there is the buyer's emotional response to it.