A marketing executive, Alex, prides himself on being a logical and data-driven decision-maker. However, he consistently rejects advertising campaigns that feature large, happy families, even when data suggests they would be effective. Alex is unaware that this aversion stems from unresolved feelings related to his own difficult childhood. According to the iceberg metaphor of the mind, which region is the primary source of his rejection of these campaigns? Explain your reasoning using the components of the metaphor.