Full Answer Section

Heuristics: Heuristics are mental shortcuts that consumers use to make decisions quickly and efficiently. However, heuristics can lead to biases in decision-making. For example, the availability heuristic is the tendency to judge the likelihood of an event based on how easily examples of that event come to mind. Marketers can use the availability heuristic to influence consumer behavior by making their products and services more salient in consumers’ minds. For example, a marketer might place their product at eye level on a shelf in a grocery store. This would make the product more salient to consumers, and they would be more likely to purchase it.
Emotions: Emotions can also play a role in low-effort decision-making. Marketers can use emotions to influence consumer behavior by creating marketing campaigns that evoke positive emotions, such as happiness, excitement, or nostalgia. For example, a marketer might use music and imagery in their advertising to evoke positive emotions in consumers.
Examples from Personal Consumer Experience

Here are some examples from my own personal consumer experience of how I have been influenced to make purchases by unconscious factors:

I have often purchased items on impulse after being exposed to subliminal advertising in stores. For example, I have purchased candy bars after being exposed to a display of candy bars near the checkout line.
I have also been influenced to make purchases by the availability heuristic. For example, I am more likely to purchase a product that I have seen advertised recently.
I have also been influenced to make purchases by emotions. For example, I am more likely to purchase a product that is associated with positive memories or emotions.
How Marketers Can Influence Unconscious Consumer Decisions

Marketers can influence unconscious consumer decisions in low-effort decision-making situations by using the following strategies:

Use priming to activate certain associations in consumers’ minds. For example, marketers can place displays of their products near the checkout line in stores.
Use heuristics to make their products and services more salient in consumers’ minds. For example, marketers can place their products at eye level on shelves in stores.
Create marketing campaigns that evoke positive emotions in consumers. For example, marketers can use music and imagery in their advertising to evoke positive emotions.
By understanding how unconscious factors influence consumer behavior in low-effort decision-making situations, marketers can develop more effective marketing campaigns that influence consumers to make purchases.