This is Liberating

Scientific Study:

On Making the Right Choice: The Deliberation-Without-Attention Effect

Contrary to conventional wisdom, it is not always advantageous to engage in thorough conscious deliberation before choosing. ....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.

http://www.sciencemag.org/cgi/content/abstract/311/5763/1005

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