B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
95%
95% -- share of decisions made unconsciously for consumer decision-making (2026)
Close to 95% of all cognition that drives human decisions and behaviours occurs unconsciously, including consumer decisions.
- Attributed as 'close to 95%'
- Academic claim by Gerald Zaltman
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
95%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Gerald Zaltman (Harvard Business School)
Primary
Tier C
https://www.allinmotion.com/post/why-cta-works-best-with-video ↗
Source Article
Why CTA Works Best with Video
Original Research
Gerald Zaltman (Harvard Business School)
· Original study ↗
Methodology
Attributed to Gerald Zaltman, Harvard Business School Professor; academic claim, not a survey
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumer decision-making: 95% share of decisions made unconsciously. Source: Gerald Zaltman (Harvard Business School) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/unconscious-cognition-decisions-95
HTML Embed
<blockquote cite="https://lighthousedata.io/data/unconscious-cognition-decisions-95" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>95%</strong> -- share of decisions made unconsciously for consumer decision-making<br><small>Source: Gerald Zaltman (Harvard Business School) (2026) · <a href="https://lighthousedata.io/data/unconscious-cognition-decisions-95" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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