Aditionally in this study we pretend to assess the emotional value perceived in a brand. The emotional processes have been undervalued in the past by economic theories that defined human as rational decision-makers trying to maximize utility in their choices (Camerer, 2005). Damasio and co-workers have helped to bring emotion back to scene. They observed how lesions in the medial frontal cortex didn´t affect the rationality of the patients, but profoundly disturbed the process of feeling
emotions and using them as markers to guide our behavior (1998)