From iceberg principle to iceberg illusion
We frequently hear that people 85% of the time make decisions unconsciously and 15% of the time consciously. We have never understood how people come to this conclusion. Just assume you enter a showroom of a car dealer. Indeed you might experience some specific feelings and you might impulsively buy the car for which you have these specific feelings. This sounds like an intelligent observation but it does not reflect or correspond with reality. We believe that many customers first think about the budget they have and whether their budget allows them to buy a certain car.
The principle or idea that customers make decisions 85% of the time unconsciously and 15% of the time consciously is exemplified with the picture hereunder. Indeed as an expression goes: a picture is worth more than a thousand words.