This paper examines controversial claims about the merit of "unconscious thought" for making complex decisions. In four experiments, participants were presented with complex decisions and were asked to choose the best option immediately, after a period of conscious deliberation, or after a period of distraction (said to encourage "unconscious thought processes"). In all experiments the majority of participants chose the option predicted by their own subjective attribute weighting scores, regardless of the mode of thought employed. There was little evidence for the superiority of choices made "unconsciously", but some evidence that conscious deliberation can lead to better choices. The final experiment suggested that the task is best conceptualized as one involving "online judgement" rather than one in which decisions are made after periods of deliberation or distraction. The results suggest that we should be cautious in accepting the advice to "stop thinking" about complex decisions.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.