Emotion can play an important role in advertising. In advertising, it is common to identify advertising with two different approaches to persuasion: (a) "thinking ads"- those that require cognitive processing (also known as the "central route to persuasion") and, (b) "feeling ads" - those that are processed at an emotional level (also known as the "peripheral route"). Advertisers can bypass cognitive, rational processing which can lead to counter-arguing by simply appealing to the emotions. Neuro-imaging studies suggest that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).