Abstract

Unconscious thought theory (UTT) suggests that conscious thinking is less effective in complex decision-making than unconscious thinking. However, little research has taken individual differences (e.g., cognitive style) into account. Using an adapted UTT paradigm, the present study compared the performances of individuals with a wholist or an analytic cognitive style in both conscious and unconscious thought conditions. After viewing information regarding four hypothetical phones, participants in the conscious thought condition deliberated for three minutes before rating the phones, while participants in the unconscious thought condition were distracted with a 2-back task for three minutes before rating. The results showed that wholists were equally good at differentiating good and bad phones after conscious or unconscious thought, whereas analytics performed well only when thinking unconsciously. The modulation effect of cognitive style appeared only in conscious thought. Implications for UTT and the understanding of cognitive style are discussed.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.