In Praise of Underthinking

29 06 2008

Your brain knew you were going to read this 10 seconds before you knew it.

“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.”

The full article is here. Go ahead, click the link. You decided to read it 10 seconds ago 🙂

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