Williams reveals that humans are rather proud of their powers of conscious thought and rightly so. But there is one aspect of their cognitive prowess that rarely gets the credit it deserves: a silent thinking partner that whirrs away in the background--the unconscious mind. In one study by Ap Dijksterhuis, for instance, people were asked to choose an apartment by one of three methods. These were: making an instant decision, mulling over all the pros and cons for a few minutes, or thinking about an unrelated problem in order to distract them from consciously thinking about the apartments. People chose the objectively best apartment when they used the distraction method. Dijksterhuis thinks that this is because they were unconsciously mulling over the decision while their consciousness was elsewhere.
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