ABSTRACT
In this chapter we will investigate how the brain makes meaning in consumer behavior contexts, and explore how we call into conscious awareness the information we need in order to plan ahead, make considered decisions, and establish and achieve life goals. Since making meaning out of what our senses tell us cannot occur in the absence of any sort of memory, we begin by asking how our memories work, and move on to examining the ways in which unconscious processes shape our thoughts, feelings, and behaviors. Last, we will venture into the ongoing conflicts between our conscious minds and the unconscious.
