The subconscious mind is a more powerful control force than the conscious mind, and when it comes to decision making what exists in our subconscious often controls us more than logic and reason.
Psychologist Daniel Kahneman, who won the Nobel Prize for Economics in 2002 and authored last year's "Thinking Fast and Slow, " has explored how our conscious thought processes are susceptible to being disrupted by irrational, subconscious influences.