What Matters the Most, Message or Emotion?

Have you ever had the experience of buying something or doing something, feeling so excited and later, wondering why you did it or actually, what was the force that pushed you to do what you did? The truth is more than simple: 95% of our decisions are made emotionally and unconsciously, and rationalized later, consciously. That is the reason why emotional advertising has made many companies successful ones. Hence, does the message play any role at all, or has it has been irretrievably replaced by emotions?