We Humans usually move towards pleasure and move away from pain, some experts suggest that we usually are twice as motivated to move away from pain and than are to move towards pleasure.
We are almost always looking for our Survival and Replication. Men and now women usually use one of the three ways to survive and to attract a mate. These ways are attracting social or economic power, making business or other achievements, and lastly seeking connections or affiliation with others.
Behind everything that is illogical is our human evolution, it is usually a fight for Survival and Replication.
At TAK Inc we use this understanding of human evolution to design campaings and pitches that serve our client's prospective audience and thus we get higher conversion rate than virtually anyone in selling product and services for our clients.