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“Dutch researchers led by psychologist Ap Dijksterhuis at the University of Amsterdam recently found that people struggling to make relatively complicated consumer choices — which car to buy, apartment to rent or vacation to take — appeared to make sounder decisions when they were distracted and unable to focus consciously on the problem.
Moreover, the more factors to be considered in a decision, the more likely the unconscious brain handled it all better, they reported in the peer-reviewed journal Science in 2006. “The idea that conscious deliberation before making a decision is always good is simply one of those illusions consciousness creates for us,” Dr. Dijksterhuis said.”
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