But Wood stressed that even if, for example, Ford's marketing push was meant to emphasize that its cars
have better engines than other brands, an emotional response is still needed to trigger awareness and sales.
"[It] is one thing to be engaged with an event and another to appeal to the emotions," said Wood. One
requires thinking and evaluating, he added, while the other is an immediate reaction which, while using
some information acquired over time, is often more convincing.