Very solid argument. Consumer psychology has always been behind great marketing and it should never be relegated to a lower priority. One important aspect marketers should address is decision fatigue. Today, for example, consumers have so many product and media choices that they can easily get fatigued if not paralyzed resulting in an inability to make a choice. The classic example often used is the cereal aisle in a grocery store. Too many choices may lead to no choice at all… which is why it is so essential to find what the consumer truly craves and try to meet that need.