Are they saying that they don't want to be rational, or just not emotionless? I think that people do want to be rational, in some sense, when dealing with emotions, but they're just never going to have interest in, say, Kahneman and Tversky , or other formal theory. I've noticed that some women I know have read "He's Just Not That Into You", which from how they describe it, sounds like strategies on rationally dealing with strong emotions. I know it sounds hokey, but people have read that book and were able to put their emotions in a different light when it comes to romantic relationships. I couldn't tell you if the advice was good or not, but I think it does sound like there's at least an audience for what you're talking about.