You walk into a store immediately overwhelmed by the number of options for what to buy.
Information processing theory suggests that the ever-increasing amount of information could be overwhelming to customers who have limited processing capacity. So how can we make it easier for them to make decisions?
Well, unconscious theory says that the unconscious mind is the primary source of human behavior. Like the core of an apple – it’s apart of the fruit you cannot see.
The task of purchasing online is subjective, based on an individual’s ability to determine what information is most important to their buying decision. When we think about conscious and unconscious thought, customer consciousness creates a stereotype while unconscious thought makes customers form an impression based on information that is in front of them. In this way, unconscious thought can lead to better integration of all information and help consumers form reasonable expectations, which may lead to higher satisfaction after the purchase of experience products.