Yes there is a subconscious part but we can also do deliberate shopping, by buying only from whitelisted sources and whitelisted brands who have earned my trust. Before 30 I never used to consider things like this but after a certain age almost everyone is picky and filters with their own biases too. Anti-ad bias or an anti-product bias is not going to be overridden subconsciously by watching an ad for that product, unless the product is actually good product.