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From the last century to the present, whether consumer purchasing decisions are related to unconsciousness has always been a core issue. This article, as a literature review paper, systematically reviews the theoretical and empirical research on the relationship between unconscious priming, cognitive load, and consumer decision-making. The results of this review paper have found that unconscious priming mainly affects consumer decision-making through three pathways. High cognitive load enhances this effect through information presentation, product form, and the shopping platform environment, which decreases the ability to analyze rationally and then changes consumers' decision-making strategies. These findings indicate that the impact of unconscious priming on consumer decision-making is not determined by fixed factors alone but is also influenced by consumer cognitive load. This article not only represents theoretical contributions to the unconscious cognition of psychology, helping consumers better understand their own motivation, but also provides valuable strategic references for marketing practice, which helps to better understand consumer behavior and formulate more ethical strategies to improve the overall economy.
