This is an interesting article about decision making and the research that confirms what I suspect most of us have intuited for a long time - decisions are emotional - not logical.
Think of a situation where you had bulletproof facts, reason, and logic on your side, and believed there was absolutely no way the other person could say no to your perfectly constructed argument and proposal.
To do so would be impossible, you figured, because there was no other logical solution or answer.
And then the other person dug in his heels and refused to budge. He wasn't swayed by your logic. Were you flabbergasted?