A recent NY Times article illustrates the point. It's about engaging all the senses. Dr. David Kessler, a renowned champion of healthy living, continues to fight the constant lure of tempting foods. His particular Waterloo is the big, bad chocolate chip cookie. Kessler found that in spite of what he knew in his head about good eating habits, he succumbed time and time to the lure of the chocolate chunk.  His is a familiar story to many of us. While we all know we should fight the temptation, our sensual appetites overcome our rational selves.

While not particularly good news for healthy eating advocates, it says something about what attracts us as human beings.  We're sensient being drawn inextricably to our irrational appetites.

I think that says something about marketing.  When marketing a particular product or service we need to create a marketing piece that is alluring and attractive to our sensory perceptions.  If the product or service attracts us on a sensory level, we'll purchase it.  The prospective buyer must be drawn to the product/service on an affective level. That's good marketing.