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I'll reiterate that usually people don't make purchasing decisions based on rational criteria, and even some of their irrational criteria can somewhat be considered rational.
If people were rational, advertising would only exist to inform, but you'll notice most advertisements contain zero facts about the product, but instead play a catchy tune, have good looking people using the product, and convey some "you deserve" message.
A man deciding to purchase a truck he doesn't need can improve his appeal to women. Even though he might not consciously come to that conclusion, the subconscious can just make us think a truck is just cool. So long as women find men who drive trucks more attractive, they will be sold for reasons other than utility. There's hardly a woman on earth that would rate a photo of a man sitting in a Prius as attractive as a photo of him sitting in a truck.
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