As I explore in the Habit Formation section, most of our day-to-day behavior does not appear to be dictated by careful, considered deliberations. Rather, we tend to make more automatic, impulsive decisions triggered by unconscious cues or habitual patterns, especially when we’re tired, stressed, or preoccupied. The unconscious parts of our brains are thought to guide human behaviors as much as 95 percent of the time,189 and this is the arena where marketing manipulations do most of their dirty work.
