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KENNESAW — Consumers' purchasing decisions are based more on their habits than rationalized decision-making, said Dr. Neale Martin, professor of innovation management at Kennesaw State University's Coles College of Business. "There is a huge disconnect between what people say they are going to do and what they will actually do," Martin told about 40 marketing and advertising executives and KSU professors Monday morning. Martin, who is also senior partner of Marietta's Sublime Behavior Marketing, hosted a daylong seminar based on his book, "Habit: The 95 Percent of Behavior Marketers Ignore." Martin's theory is that the unconscious mind — the mind we use when we drive home or talk on the phone while filling up our gas tanks — controls up to 95 percent of all consumer behaviors. "Think about it this way: When you go into a standard grocery store, there are 75,000 products. On a weekly shopping trip, on ave