Harvard Business Professor Gerald Zaltman’s statement that “95 percent of our purchase decision making takes place in the subconscious mind” is underpinned by his extensive academic background and pioneering research in consumer behavior and marketing. This assertion finds support in various fields, including neuromarketing, psychology, behavioral economics, and the work of other experts. As consumers, our subconscious minds play a significant role in shaping our choices, making Professor Zaltman’s insight a critical perspective that businesses and marketers must explore when developing strategies to match their products and services to the clients and consumers who want them.