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choice blindness effect

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Effect showing that subjects do not always remember and are not necessarily aware of their past choices.

This phenomenon was first documented in 2005 in an experiment published by Petter Johansson and his team at Lund University in Sweden. The experiment proceeds as follows. The experimenter shows the participants a series of card pairs. A photograph of a different woman is displayed on each card of a pair. The subjects' task is to choose the face they find most attractive. Immediately after a choice, the experimenter sometimes asks them to justify their decision, which they readily do, even when, unbeknownst to them, it is the unchosen photograph that is presented to them. A minority of participants detected the substitution. The choice-blindness effect appeared more frequently when subjects had to make their decision quickly.

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