We’d like to think that we’re all rational creatures. However, most buying decisions are initially emotional decisions, and we often don’t act rationally, even when faced with facts. 

Don’t believe me?

Go take an eating utensil. 

Dip it into your toilet. 

Wash it. 

Now put it in your mouth.

Rationally, your utensil is clean, and it shouldn’t be a big deal to eat with it. Feel free to document this process and prove me wrong. 

If you’re feeling hesitation about this or grossed out, I’ve proved my point.