neuroscience supports rewards

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Rewards create emotions, emotions drive decisions

“We’re all gut players?
For a lot of our decisions we are. It actually turns out our unconscious processes are a lot more powerful than we thought. In fact, they’re probably better at making decisions than our conscious access. Our conscious awareness and attention is really limited in the amount it can process.

Why are emotions so important (in marketing)?
Emotions turn out to be the way in which the brain encodes things of value. When an economist talks about how much utility a decision has for somebody or how much reward somebody is likely to get — that is actually being encoded in the brain in emotions. … ”

http://www.fastcompany.com/articles/2007/11/interview-quartz.html

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