At any given moment we are bombarded by information from the environment. We receive about 11 million pieces of information every minute, with only 40 of each being treated consciously. Our unconscious deals with about 10,999,960 pieces of information that affect our behavior and attitudes without our conscious awareness.
A study from researchers of the University of Chicago proved that our behavior and preference of brands can be conditioned by stimulus that we’re not aware of. Here’s an excerpt from the Science Daily article on the research:
The authors set out to determine what would happen when consumers were conditioned to like or dislike brands and then exposed to conflicting product information. To create this effect, they used an evaluative conditioning task, where hundreds of images of several hypothetical brands, pictures, and words were randomly presented, individually and in pairs, on a computer screen. During the task, one target brand was paired with 20 negative images and words and the other target brand was paired with 20 positive images and words. “The participants were unable to recognize that a particular brand had been paired with either negative or positive images. Therefore, we were able to create an ‘I like it, but I don’t know why’ effect,” the authors write.
You can read the rest of it here.