Examples of visceral factors are basic motivational drives, such as hunger, thirst, and sexual desire, cravings associated with addictions, moods and emotions; and even physical pain.
There are many possible effects stemming from visceral influence, but two are especially relevant to a consideration of consumer decision making: 1) visceral factors lead people to direct their attention to objects or forms of consumption that will satisy the visceral need. 2) visceral factors tend to produce decisions that are largely devoid of cognitive deliberation.
Allan J. Kimmel
Psychological Foundations of Marketing