People don't buy for logical reasons. They buy for emotional reasons.

We buy by emotions and justify with reasons.

The right thing was confusing, and difficult, and sometimes Jason wondered if it was in fact a nonexistent ideal, like heaven or the American dream. There was no right thing. You did what you did for whatever reasons occurred to you at the time, depending on whichever emotion was running thickest in your blood. Your desire and fear and adrenaline and longing. You made your choice and came up with the reasons later.

Real love is a growing and development process that involves every emotion, problem, joy and triumph known to man.

You can deal with an emotion based on reason, but who can control an unreasonable emotion?

Emotion is created by a cause, whether that cause is factual or imaginary does not matter, as longer as the believer holds it as true.