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You probably don't even know what you like

Choice blindness occurs when subjects are unaware that the choice they made is opposite their previously stated preferences. In this recent paper, subject preferences were reversed between tastes of jam and scents of tea. Overall, only a third of all the manipulated trials were detected by subjects whose preferences had been switched by the experimenters. [more inside]
posted by scrutiny on Aug 26, 2010 - 31 comments

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