Cool article.

We make brand choices subconsciously, algorithmically, and fast (we’re talking milliseconds). And although we can veto decisions once they enter our conscious awareness, consciousness is not the driver of our choices. We’re not irrational – our brain seeks to satisfy our goals and emotional needs in the best possible way, maximizing reward and minimizing energy, costs, efforts, and risks – but it’s from the subconscious that we make brand-influenced decisions.