Customer Psychology.

Whether we realize it or not, we make hundreds of decisions every day. Some decisions happen automatically, like when we instinctively choose to avoid a busy street and take a quieter route instead. Others require us to pause and think deeply, such as deciding on a major purchase or planning a project at work.
These decisions satisfy a certain need or expectation, which often stems from our past experiences. Our brain fills in the gaps, using memory and learning to guide our choices, sometimes without us even being aware of it.