Mental functioning and processing that occurs outside of a person's conscious awareness and is not, therefore, subject to recall at will. The term nonconscious is often interchangeably used in the academic with unconscious and subconscious depending on its context. However, the term nonconscious is used most frequently in the last few years. Many of our reactions and emotions are within the realm of the nonconscious. Moreover, much of the day-to-day mind activity and processing can be attributed to the nonconscious. For example, hidden fears and motivations (fear of rejection, fear of want, etc.), automatic processes we develop from experience to handle recurrent situations or decision making quickly and effectively (e.g. navigating grocery shopping, driving to work) and perceptions that are too fleeting to register within our awareness (often including brand and attribute associations). It is thought that a great deal of marketing activity registers nonconsciously creating new impressions or reinforcing established ones.