From CEB Marketing Leadership Council white paper from Promotion to Emotion. 

By Mark Weinfeld

This image below is a fairly well used analogy that comes from Jonathan Haidt of Havard. The rider represents rational thought, the elephant emotion. When it comes to decision making, especially purchase decisions, their sizes are in proportion to their relative importance. In other words, the elephant (emotional) outweighing the rider (rational) means that we make choices based on what we feel...  and then we rationalize that choice with factual evidence.  The factual evidence tends to get attributed to the decision -- only because it is far easier to explain and back up.

The is just another variation of TVI's long standing belief that ALL DECISIONS WE MAKE, BOTH PERSONAL AND IN BUSINESS, ARE INFLUENCED BY OUR VALUES.