Taking all of these influences into account, the subconscious mind is also a very important topic to be discussed. While society may not believe that we are being influenced to buy certain products over others, there are subconscious factors that go into the decision making process that should be taken into consideration. For one, it may not be a deciding factor in selecting a product, but when an advertisement features a well-known personality, it tends to grab consumers' attention more readily leading to heightened awareness which is beneficial for the brand. (Wei & Lu, 2013). Rather than being drawn to the product itself, the emotional connection with the celebrity may just be enough to trick our brains into associating the positive feelings with the product as well, and trusting when that influencer emphasizes the health benefits of a product. Furthermore, micro-influencers, such as the ones arising on the video platform TikTok, may contribute to this subconscious phenomenon even further as they are often perceived to be more authentic and relatable, causing stronger parasocial relationships.

Yet another subconscious factor that is present in product selection is the shopping experience in which a customer endures. Pradeep (2010) discusses in his book, The Buying Brain, how product displays that are of educational value are processed more “rationally” than ones that have purely entertainment value, causing consumers to be more “considered shoppers.” Furthermore, studies have shown that coupons including an act of charity can produce a significant rise in Purchase Intent (Pradeep, 2010). Both of these examples may link to the simple idea that people are subconsciously driven to find purpose in their lives, whether that is gaining educational value or giving back to those in need, both of which have some value of “goodness.” This is similar to the act of consumers purchasing what they believe to be healthy food choices, as it gives them a sense of responsibility and accomplishment for their own well-being, whether these products are truly “healthy” or not. With this comes the danger of health trends that often flourish on social media platforms. Between influencers and the strive for self-care, consumers are more easily persuaded to purchase products based on the idea that they are healthy, when in reality it is often based on deceptive advertising tactics.