person is sitting
“The subconscious activity of the earthworm is much more complicated from the information point of view of what our consciousness does” (I. N. Pigarev). It is clear that I am not going to confirm or refute this idea, especially in the context of consumer decision-making. But I am absolutely sure that the decision-making mechanism in a situation of choice is very far from conscious.
Today it is known that the brain has two different systems responsible for making decisions. Two different processes occur in the brain by which decisions are made depending on whether the choice is between objects or between actions. And many attempts by various studies and experts to explain very strange decisions and actions of a person are extremely heterogeneous and sometimes doubtful. Continue reading