The Japanese journal of neuropsychology

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ArticleTitle	Conscious versus Unconscious Processes in Decision Making
Language	J
AuthorList	Katsumi Watanabe
Affiliation	Research Center for Advanced Science and Technology, the University of Tokyo Shimojo Implicit Brain Function Project, Exploratory Research for Advanced Technology, Japan Science and Technology Agency Institute for Human Science and Biomedical Engineering, National Institute of Advanced Science and Technology
Publication	Japanese Journal of Neuropsychology: 25 (1), 37-42, 2009
Received
Accepted
Abstract	Human decisions are products of complex interactions between explicit and implicit processes at various levels of spatial and temporal scales. In this paper, I will review three studies that exemplify how our decision making is influenced by the presence of implicit external (rather than internal) factors. (1) Unconscious behavioral contagion: People tend to mimic others' behavior. This tendency occurs unconsciously even when the observed and the to-be-executed movements are unrelated. (2) Novelity versus familiarity in preference: People tend to like an option that they encountered in the past (mere exposure effect). Although the mere exposure effect is a robust effect, recent experiments have shown that the occurrence and magnitude of mere exposure effect depend on the contents and context. (3) Choice Blindness: When the outcome of people's choices is manipulated, not only do people seldom detect the change, they are also willing to give long and elaborate explanations for choices they in fact did not make. Through these empirical examples, I will illustrate considerable influences of implicit, unconscious processes on human behaviors.
Keywords	explicit vs. implicit, novelty vs. familiarity, preference, decision making