According to the social science, economics, it is assumed that a rational individual would try to maximise the overall benefit of a good (known as utility), and they try to achieve this by weighing the pros and cons of a decision. However, there are many underlying factors that may sway our decisions, this can include: the inability to stray away from habits, acting in relation to social groups or making impulsive decisions. 

For example, when consumers purchase sauces for their household, they often settle for the branded products as opposed to the generic version due to the belief that branded products are better in quality and therefore may be more beneficial for our health. This in itself, demonstrates that emotion and habits plays a significant role than our rational thinking when making a food purchase. 

On the other hand, when consumers make financial decisions in relation to car insurances, credit card deals or energy price rates, they often employ rational thinking rather than taking an impulsive decision. This is to ensure the decision taken does not lead to a long term negative outcome. 

In conclusion, I believe we need to keep both emotion and rational thinking in balance as they are both vital factors that influence decision making in life.