We are unconsciously aware of many things (IM 495)

Whenever we are supposed to chose a cookies or a brand of shoes or dead basketball player most of us come up with chocolate chip, Nike and Kobe Bryant. It is not because it is popular but it has made huge impact in our life. We are already consciously or unconsciously aware of it. We can decide it without any help from others. There are many such things that has made an impression on our life due to which we chose them without any assist or suggestions. We are unconsciously aware of many things. How can this be possible?