Journal
SOCIAL PSYCHOLOGICAL AND PERSONALITY SCIENCE
Volume 1, Issue 2, Pages 111-118Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/1948550609356597
Keywords
unconscious thought; conscious thought; first impression; decision making; indecisiveness
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According to unconscious thought theory, complex decisions are best made after a period of distraction assumed to elicit ``unconscious thought.'' Here, the authors suggest instead that the superiority of decisions made after distraction results from the fact that conscious deliberation can deteriorate impressions formed on-line during information acquisition. The authors found that participants instructed to form an impression made better decisions after distraction than after deliberation, thereby replicating earlier findings. However, decisions made immediately were just as good as decisions made after distraction, which suggests (a) that people had already made their decision during information acquisition, (b) that deliberation without attention does not occur during distraction, and (c) that ruminating about one's first impression can deteriorate decision quality. Strikingly, in another condition that should have favored unconscious thought even more, deliberated decisions were better than immediate or distracted decisions. These findings were replicated in a field study.
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