Behavioral and Brain Sciences

Choice blindness and the non-unitary nature of the human mind

Petter Johanssona1, Lars Halla2 and Peter Gärdenforsa2

a1 Division of Psychology and Language Sciences, University College London, United Kingdom.

a2 Lund University Cognitive Science, Lund University, Sweden.


Experiments on choice blindness support von Hippel & Trivers's (VH&T's) conception of the mind as fundamentally divided, but they also highlight a problem for VH&T's idea of non-conscious self-deception: If I try to trick you into believing that I have a certain preference, and the best way is to also trick myself, I might actually end up having that preference, at all levels of processing.