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Cited by 1,159Decision-Making and Behavioral EconomicsConsumer Behavior and Marketing InfluenceConsumer Market Behavior and Pricing

On making the right choice: the deliberation-without-attention effect.

Dijksterhuis, Ap, Bos, Maarten W., Nordgren, Loran F., van Baaren, Rick B.·2006·Science
DOI 10.1126/science.1121629
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Abstract

Contrary to conventional wisdom, it is not always advantageous to engage in thorough conscious deliberation before choosing. On the basis of recent insights into the characteristics of conscious and unconscious thought, we tested the hypothesis that simple choices (such as between different towels or different sets of oven mitts) indeed produce better results after conscious thought, but that choices in complex matters (such as between different houses or different cars) should be left to unconscious thought. Named the "deliberation-without-attention" hypothesis, it was confirmed in four studies on consumer choice, both in the laboratory as well as among actual shoppers, that purchases of complex products were viewed more favorably when decisions had been made in the absence of attentive deliberation.

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Crossref · 10.1126/science.1121629

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22 of 22 references verified0 citation errors · 0 not checkable

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  • Bringing introspective attention to pleasure feelings may dissipate those hedonic feelings; less introspective attention can mean more emotion and more accuracy about the underlying emotional reaction in some cases.

    “Indeed, bringing introspective attention to pleasure feelings may actually dissipate those hedonic feelings: less introspective attention can mean more emotion, as well as more accuracy about the underlying emotional reaction, in some cases (Wilson and Schooler, 1991; Dijksterhuis et al., 2006; Schooler and Mauss, 2010; Torre and Lieberman, 2018).”

    From Evolving Concepts of Emotion and Motivation (2018) · cites this paper as Dijksterhuis et al., 2006

  • In humans, talking about emotions may cognitively distort underlying processes based on what people think their emotions should be, rather than accurately report emotional content.

    “In humans too, as already mentioned talking about emotions may cognitively distort underlying processes based on what people think their emotions should be, rather than accurately report emotional content (Wilson and Schooler, 1991; Dijksterhuis et al., 2006; Schooler and Mauss, 2010).”

    From Evolving Concepts of Emotion and Motivation (2018) · cites this paper as Dijksterhuis et al., 2006

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Authors
Dijksterhuis, A., Bos, M. W., Nordgren, L. F., & van Baaren, R. B.
Affiliations
  • University of Amsterdam (NL)
  • Department of Psychology, University of Amsterdam, Roetersstraat 15, 1018 WB, Amsterdam, the Netherlands.
Corresponding author
Dijksterhuis, Ap
ORCID
Venue
Science
Publisher
American Association for the Advancement of Science (AAAS)
Published
2006-02-17
Volume
311
Issue
5763
Pages
1005-1007
ISSN
  • 0036-8075 (ISSN-L)
  • 1095-9203
DOI
10.1126/science.1121629
OpenAlex
W2128348355
Cited by
1,159
References
22
Citations by year
2026: 23 · 2025: 19 · 2024: 21 · 2023: 37 · 2022: 39 · 2021: 38 · 2020: 56 · 2019: 58 · 2018: 47 · 2017: 46 · 2016: 60 · 2015: 74 · 2014: 77 · 2013: 88 · 2012: 77
FWCI
42.75
Type
journal article
Language
en
Open access
closed
Locations
  • Science (publishedVersion)
  • PubMed (publishedVersion)
  • UvA-DARE (University of Amsterdam) (publishedVersion)
  • Radboud Repository (Radboud University) (submittedVersion)
  • Data Archiving and Networked Services (DANS) (submittedVersion)
Topics
  • Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
conscious thought, unconscious thought, decision-making, consumer choice, choice complexity, decision quality
MeSH terms
Attention, Attitude, Choice Behavior, Consumer Behavior, Humans, Thinking, Unconscious, Psychology

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