Studies on marketing psychology indicate that although people may think they make decisions based only on information and logic, they commonly make them based on emotion. This is why the best chance a speaker or performer has to sell books or recordings is immediately after a speech or performance. Actually, decisions of many types are often based on emotion. In forage-livestock production, as in other areas of life, emotional decisions may be appropriate if they accomplish a meaningful personal objective. However, when the focus is on profitability, one should strive to remove emotion from the decision-making process.

To purchase the Forage-Livestock Quotes and Concepts book, contact KFGC at ukforageextension@uky.edu. Books are $5 each.