Purchasing by Emotions or Logic?

I read one post on James Brown Marketing blog about “Understanding the Psychology behind Buying”. He states that the two most important elements behind purchasing are emotions and logic. For example, the reason that a customer buys a luxurious car can be willing to get the envy feelings from others, or logically realizing the purchase is worth the investment. Well, the example here simplifies buying process with two extremes. What I think is that the two elements should be associated together to influence customers’ purchasing in most situations. Most people’s purchasing behaviors depend on their incomes. With a limit budget, customers will balance their buying powers from emotions to logic. For contract, if the person is not interested in buying the product at all, the budget and price could not be factors that influence his/her purchasing decisions. Therefore, how to position a brand and target a market with reasonable emotional and logical factors is what markers should be considering. Also, Brown mentions about the importance of believability. It is true that customers will not buy product from you without trust, even if the products are valuable. This is also related to emotions and logic because customers can be personally feeling close to a product or recognizing outlook of a product. Using significant promotion is helpful to gain brand awareness and make the products be trustworthy. Again, knowing what customers really need and want is the most important point to keep it in mind.