In this book he outlines his theory of advertising, which relies heavily on the the mechanics of nonconsious processes. Van Praet has produced many memorable ads, including the famous "mini-Darth Vader" Super Bowl ad for Volkswagen in 2012.
For too long, marketers have been asking the wrong question. If consumers are making their decisions unconsciously, why do we persist in asking them directly through market research why they do what they do? ... It’s not that consumers are intentionally trying to deceive or are even reluctant to share their opinions. They simply can’t tell us because they don’t really know.
Before marketers develop strategies, they need to first recognize that consumers have strategies too . . . human strategies, not consumer strategies. These ways of thinking lead to a set of neurological and behavioral steps with a process, sequence, and structure rooted in our biology and evolution, not just in our culture and marketplace. ... As marketers, we need to go beyond asking why and begin to ask how. We need to shift from just measuring the outward expressions of beliefs and attitudes to better understanding the inward processes and real behavioral causes behind them. That is, how do the minds of people process information, structure their experience, and form the often-unconscious beliefs and motivations that drive their behavior?