Is it posible to turn it around? Start (somehow) w/racio and then w/emotions?

Dragan,
I think it may be possible. Consider the "bond of joint discover"... this is when a seller helps a buyer determine their buying requirements / needs. Then when the buyer shops the requirements with other vendors, they tend to prefer to vendor who helped them establish their requirements (all things being fairly equal among the vendors). In this case, one could say the buyer started with logic and could easily defend that logic because of an emotional bond they created with the original vendor. Jimmy