You make most of your decisions unconsciously
The research on decision-making, especially the recent research, shows that although you want to think that your decision-making is a conscious, deliberate process, it’s not.
Most decisions are made through unconscious mental processing.
Unconscious decision-making includes factors such as:
What are most other people buying (social validation): “I see that a particular TV got high ratings and reviews at the website”
What will make me stay consistent in my persona (commitment): “I’m the kind of person that always has the latest thing, the newest technology.”
Do I have any obligations or social debts that I can pay off with this purchase (reciprocity): “My brother has had me over to his house all year to watch the games, I think it’s time we had them over to our place to watch”
and on and on.
