Purchasing habits occur overtime and are a reflection of the unconscious and conscious mind. The unconscious mind is remarkably larger, yet the information stored in it is nearly inaccessible. This part of the mind is capable of processing 40 billion bits of information per second. The conscious mind process’s a mere 40 bits of information per second (http://lifeboost.hubpages.com/hub/The-Power-of-the-Subconscious-Mind). By observing our daily practices, a remarkable amount of data which is stored in our unconscious mind can be accessed. This is essential to understanding our habits, emotions and motives.
According to Consumer Reports website, “The average American is exposed to 247 commercial messages each day.” Is immunity to subliminal and supraliminal messages a possibility? Think again. Even if a conscious effort is made to evade messages from the media, the unconscious mind is always on the clock, storing information and analyzing data.
Advertisers bank on the concept that humans are motivated by fear. Marketers transpose identity tags onto their products, this appeal’s to the unconscious mind. Our brain accepts all outside information with or without consent. A connection is then formed between the product and an emotion. In the psyches endless search for identity we form habits, and consuming patterns to reaffirm its beliefs.
What rituals do you take part in every day? What purchases do you make day to day? Do you these purchases reaffirm your identity? What can we take from our daily practices that give insight to the vast body of knowledge that is known as the unconscious?
Freud theorized that unless you are aware of your unconscious mind, it will control you. Take a deep look at what you do on a daily basis and think about your motives. Each time you purchase something, what emotions are experienced? These emotions provide us with a gateway to understanding the most understated elements of ourselves.
I conducted twenty individual interviews. The interviewees were asked about their personal daily habits and the consequential emotions. Ninety one percent reported that they buy food and/or beverage on a daily basis. Seventy five percent of those interviewed shared that they purchased coffee daily. Each person reported emotions that they prescribed to making these purchases. Mixed feelings of fear, anxiety, power, status, joy, happiness and jealousy were all common emotions experienced by the participants. Their ability to distinguish if their motives to make purchases were a product of their unconscious mind or conscious mind was unclear.
The subjects in the study were located in Studio City and Burbank. The economic and ethnic backgrounds were diverse.