At the point we become aware, where it comes to the conscious level, we start to apply rationalization and logic, which is why we think we're making these rationally-based decisions, not realizing that they were already decided in our subconscious.
Cuando sí nos damos cuenta, cuando pasa al nivel consciente, empezamos a aplicar el razonamiento y la lógica, por lo que pensamos que estamos decidiendo racionalmente, sin darnos cuenta de que ya habíamos tomado una decisión subconscientemente.