choice blindness

Choice blindness is where someone becomes unaware of their original choice. Experiments relating to choice blindness center on giving the subjects a choice, then changing what was chosen to what was not chosen, and asking the subject to explain why they chose the one they didn't.

In all studies, a small percentage detects the switch, however, an overwhelming percentage doesn't notice. Those that do notice are filtered from the results.

Among those that didn't notice, two behaviors have been reported :

  • The participant creates a new reason to justify his 'choice'.
  • The participant relates a reason that he chose his original choice, despite the fact it isn't applicable to the replaced choice.

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Categories: deception psychology