People make choices based on two models: consequences (cost benefit; rational) or identity (Who am I? What would someone like me do?).

Because identities are central to the way people make decisions, any change effort that violated someone's identity is likely doomed to failure.

How can you make your change a matter of identity?

-- from Switch: How to Change Things When Change Is Hard by Chip and Dan Heath.

I postulate from the above:

People use the consequences method on things they are not emotionally engaged with. Such as deciding which soap powder or insect spray they will buy.

Identity is a stronger and more intimately personal approach - Apple products engender a cult-like following because they tap into this. Similarly: luxury cars, premium branded waters, and fashion labels. Customers buy on identity first; and rationalisations follow after if at all.