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. [email protected]

a2 Lund University Cognitive Science, Lund University, Sweden. [email protected] [email protected]


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.