Carnegie and Roberts

For me, Carnegie’s quote "Get the other person to do what you want them to by arousing their desires" seems as if the consumers desires are going to be subconsciously aroused. If this is what Carnegie is implying then I strongly believe that his opinion and Roberts opinions are similar. Roberts believes also in the subconscious thoughts of a consumer with his quote “loyalty beyond reason”-having such a stong loyalty for a brand that the brand is never questioned.