"we're all in the happiness business now"

I'm almost finished reading Herd and I've really enjoyed it, so I got very excited when Talent imitates, genius steals posted this. From it I found an earlier post on a similar theme. More advertising and brand communication in general should be measured by how it makes consumers feel, and subsequently how they behave, rather than attempting to measure some elusive switch in their "rational" thinking. People don't receive signals in a way that puts "messages" first...so why do we believe we are/should be transmitting them like this? (Pic courtesy of this person.)