While our conscious minds are busy thinking about the meaning of words people utter, our unconscious is busy judging the speaker by other criteria, and the human voice connects with a receiver deep within the human brain. To the unconscious minds, voice is very important. Consumers pick up a great many sophisticated signals from the tone and quality of a person’s voice and from the cadence.

Automatic, stereotyped behavior is prevalent in much of human action, because in many cases it is the more efficient form of behaving, and in other cases it is simply necessary. Whats odd is that despite their current widespread use and looming future importance, most of us know very little about our automatic behavior patterns.

Consumers tend to allow their beliefs and opinions to influence how they interpret evidence, events, and arguments. The stronger the consumer’s belief, the firmer the consumer may challenge contradictory evidence and instead become an even firmer supporter in their initial belief. This ‘attitude polarization’ can be observed in issues that stir emotions.