Consumer mind at time of buying

"A consumer has a rational or emotional motive at the back of his mind while buying any product or service therefore when a marketer sells a Drill, the buyer buys a perfect hole"

Most of the times the consumer is on his mental journey while making a purchase. It is the duty of marketer to understand the state in which the consumer is while making a buying decision. The most critical factor in all this exercise is that pain and joy exist very close to each other in customer’s heart .

Read the full article at http://www.kuldeeponline.com/mentaljourney.asp
How far is this true? Have you'll also had similar experiences?