Fred is a marketing manager and has been working on a campaign for a highly prestigious brand. He saw the word "prestige" and "high end" so many times that it's starting to look funny! On his way home, Fred stops at the store to buy some socks. He can choose either a $2$pack of Nike socks for $$8,$ or a $4-$pack of generic store$-$brand socks for $$9.$

A$.$ Which does he choose?

B$.$ What nonconscious process is this an example of$?$