There has been a recent swell of interest in marketing as well as psychology pertaining to the role of sensory experiences in judgment and decision making. Within marketing, the field of sensory marketing has developed which explores the role of the senses in consumer behavior. In psychology,...

Emotion and rationality are fundamental elements of human life. They are abstract concepts, often difficult to define and grasp. Thus throughout the history of Western society, the head and the heart, concrete and identifiable elements, have been used as symbols of rationality and emotion....