{"id":453,"date":"2023-03-02T20:16:58","date_gmt":"2023-03-02T20:16:58","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/introductiontopsychology\/chapter\/psych-in-real-life-choice-blindness\/"},"modified":"2025-11-14T16:30:24","modified_gmt":"2025-11-14T16:30:24","slug":"psych-in-real-life-choice-blindness","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/introductiontopsychology\/chapter\/psych-in-real-life-choice-blindness\/","title":{"raw":"Pitfalls to Problem Solving: Learn It 3\u2014Choice Blindness","rendered":"Pitfalls to Problem Solving: Learn It 3\u2014Choice Blindness"},"content":{"raw":"<p>&nbsp;<\/p>\r\n<section class=\"textbox interact\"><iframe id=\"twine\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/oerfiles\/Psychology\/interactives\/choice\/choice_blindness.html\" width=\"100%\" height=\"1000px\" scrolling=\"yes\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/section>\r\n<h2>Choice Blindness<\/h2>\r\n<p>Some choices are easy (\u201cDo you want pepperoni or anchovies on your pizza?\u201d) and some choices are hard (\u201cAre you going to get Amazon Echo or Google Home?\u201d), but most of us like to think that we \u201cknow our own mind\u201d\u2014that is, when we finally make a choice, we are clear about our decision. Research by psychologists in Sweden shows that this confidence in our own self-knowledge may not always be justified.<\/p>\r\n<section class=\"textbox keyTakeaway\">\r\n<h3>choice blindness<\/h3>\r\n<p data-start=\"625\" data-end=\"868\"><strong>Choice blindness<\/strong> is the failure to notice a mismatch between the option you <em data-start=\"724\" data-end=\"734\">intended<\/em> to choose and the option you actually receive\u2014and then going on to accept or even justify that outcome as if it were your own choice.<br \/>\r\n<br \/>\r\n<\/p>\r\n<p>It\u2019s not just forgetting your choice later. It\u2019s failing to notice, <em data-start=\"938\" data-end=\"953\">in the moment<\/em>, that the outcome does not match what you chose.<\/p>\r\n<\/section>\r\n<p>Here are some examples of choice blindness:<\/p>\r\n<ul>\r\n\t<li data-start=\"1036\" data-end=\"1164\">You order <strong data-start=\"1046\" data-end=\"1059\">chocolate<\/strong> ice cream, but the server hands you <strong data-start=\"1096\" data-end=\"1110\">strawberry<\/strong> and you accept it without realizing the difference.<\/li>\r\n\t<li data-start=\"1036\" data-end=\"1164\">You choose a specific pair of shoes online, but when the page refreshes, a slightly different (more expensive) version is in your cart and you don\u2019t notice.<\/li>\r\n\t<li data-start=\"1036\" data-end=\"1164\">You tell a friend you prefer Option A, but when they later describe Option B back to you as \u201cwhat you picked,\u201d you agree and explain why it\u2019s a good choice.<\/li>\r\n<\/ul>\r\n<p data-start=\"1486\" data-end=\"1573\">In each case, you \u201cgo along with\u201d an outcome that doesn\u2019t match your original decision.<\/p>\r\n<section class=\"textbox example\">\r\n<h3>The Attraction Preference Experiment<\/h3>\r\n<p data-start=\"1625\" data-end=\"1866\">Petter Johansson, Lars Hall, and colleagues developed a clever lab method to study choice blindness. Their question: <strong data-start=\"1742\" data-end=\"1866\">How often do people notice when their chosen option is secretly swapped\u2014and how do they explain their choices afterward?<\/strong><\/p>\r\n<p data-start=\"1868\" data-end=\"1903\">Here\u2019s how their experiment worked:<\/p>\r\n<ol>\r\n\t<li data-start=\"1908\" data-end=\"1989\">You sit across a table from an experimenter wearing a long-sleeved black shirt.<\/li>\r\n\t<li data-start=\"1993\" data-end=\"2057\">On each trial, you see two photographs of faces (same gender).<\/li>\r\n\t<li data-start=\"2061\" data-end=\"2110\">You point to the face you find more attractive.<\/li>\r\n\t<li data-start=\"2114\" data-end=\"2232\">The experimenter then hands you the card you <em data-start=\"2159\" data-end=\"2171\">supposedly<\/em> chose and asks you to explain why you preferred that person.<\/li>\r\n<\/ol>\r\n<p data-start=\"2234\" data-end=\"2392\">But there\u2019s a trick:<\/p>\r\n<ul>\r\n\t<li>On some trials, using a sleight-of-hand technique, the experimenter <strong data-start=\"2325\" data-end=\"2347\">switches the cards<\/strong> and hands you the face you <em data-start=\"2375\" data-end=\"2384\">did not<\/em> choose.<\/li>\r\n\t<li>You can see the setup and results described in this BBC clip on decision-making (Horizon series).<\/li>\r\n<\/ul>\r\n<p>Watch this video to see the experimenters explain it.<br \/>\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?mf=4323921&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=wRqyw-EwgTk&amp;video_target=tpm-plugin-b679666k-wRqyw-EwgTk\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\" data-mce-fragment=\"1\"><\/iframe><\/p>\r\n<p>You can <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/Psychology\/Transcriptions\/BBCChoiceBlindness.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for \"BBC Choice Blindness\" here (opens in new window)<\/a>.<\/p>\r\n<h3 data-start=\"2519\" data-end=\"2546\"><strong data-start=\"2523\" data-end=\"2546\">What Did They Find?<\/strong><\/h3>\r\n<ul>\r\n\t<li data-start=\"2550\" data-end=\"2609\">Participants: 120 college students (70 women, 50 men)<\/li>\r\n\t<li data-start=\"2612\" data-end=\"2643\">All face photos were of women<\/li>\r\n\t<li data-start=\"2646\" data-end=\"2738\">On each trial, participants chose a face and then immediately explained their preference<\/li>\r\n<\/ul>\r\n<p data-start=\"2740\" data-end=\"2748\">Results:<\/p>\r\n<ul>\r\n\t<li data-start=\"2752\" data-end=\"2821\">Only about 13% of the switched trials were detected right away.<\/li>\r\n\t<li data-start=\"2824\" data-end=\"2978\">About 10% more were flagged later (\u201cretrospectively\u201d)\u2014participants first explained the switched face but later reported suspicion something was off.<\/li>\r\n\t<li data-start=\"2981\" data-end=\"3099\">Even when people <em data-start=\"2998\" data-end=\"3003\">did<\/em> notice a swap, they usually blamed it on a technical error, not on the experimental design.<\/li>\r\n<\/ul>\r\n<p data-start=\"3101\" data-end=\"3221\">The striking part: most participants confidently explained why they \u201cpreferred\u201d a face they had never actually chosen.<\/p>\r\n<\/section>\r\n<h2>From Phenomenon to Scientific Exploration<\/h2>\r\n<p>What you saw in the video is what a scientist would call a phenomenon\u2014that is, a behavior that happens under certain conditions. The video showed that, if an experimenter is tricky enough, they can get people to justify choices that they never made.<br \/>\r\n<br \/>\r\n<br \/>\r\n<br \/>\r\n<\/p>\r\n<p data-start=\"3275\" data-end=\"3457\">What you saw in the video is what scientists call a <strong data-start=\"3327\" data-end=\"3341\">phenomenon<\/strong>\u2014a reliable pattern of behavior observed under specific conditions. In this case, the phenomenon is that people can:<\/p>\r\n<ul>\r\n\t<li data-start=\"3461\" data-end=\"3506\">Fail to notice when their choice is changed<\/li>\r\n\t<li data-start=\"3509\" data-end=\"3582\">Confidently justify that altered outcome as if it were their own decision<\/li>\r\n<\/ul>\r\n<section class=\"textbox tryIt\">[ohm2_question height=\"400\"]4168[\/ohm2_question]<\/section>\r\n<section>\r\n<p data-start=\"3584\" data-end=\"3673\">Discovering a phenomenon is just the <strong data-start=\"3621\" data-end=\"3639\">starting point<\/strong>. The deeper scientific work asks:<\/p>\r\n<ul>\r\n\t<li data-start=\"3677\" data-end=\"3714\">Why does choice blindness happen?<\/li>\r\n\t<li data-start=\"3717\" data-end=\"3761\">When is it more or less likely to occur?<\/li>\r\n\t<li data-start=\"3764\" data-end=\"3833\">What does it reveal about how we construct reasons for our choices?<\/li>\r\n<\/ul>\r\n<p data-start=\"3835\" data-end=\"4086\">To answer these questions, researchers systematically change specific parts of the experiment\u2014its <strong data-start=\"3933\" data-end=\"3958\">independent variables<\/strong>\u2014and observe how that affects the <strong data-start=\"3992\" data-end=\"4014\">dependent variable<\/strong>, which here is the <strong data-start=\"4034\" data-end=\"4085\">probability that participants detect the switch<\/strong>.<\/p>\r\n<p data-start=\"4088\" data-end=\"4117\">For example, they might vary:<\/p>\r\n<ul>\r\n\t<li data-start=\"4121\" data-end=\"4150\">How different the faces are<\/li>\r\n\t<li data-start=\"4153\" data-end=\"4208\">How much time passes before asking for an explanation<\/li>\r\n\t<li data-start=\"4211\" data-end=\"4256\">Whether participants feel rushed or relaxed<\/li>\r\n<\/ul>\r\n<p data-start=\"4258\" data-end=\"4435\">By seeing which changes increase or decrease detection, scientists can learn more about the mental processes behind <strong data-start=\"4374\" data-end=\"4394\">choice blindness<\/strong> and how we understand our own decisions.<\/p>\r\n<\/section>","rendered":"<p>&nbsp;<\/p>\n<section class=\"textbox interact\"><iframe loading=\"lazy\" id=\"twine\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/oerfiles\/Psychology\/interactives\/choice\/choice_blindness.html\" width=\"100%\" height=\"1000px\" scrolling=\"yes\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/section>\n<h2>Choice Blindness<\/h2>\n<p>Some choices are easy (\u201cDo you want pepperoni or anchovies on your pizza?\u201d) and some choices are hard (\u201cAre you going to get Amazon Echo or Google Home?\u201d), but most of us like to think that we \u201cknow our own mind\u201d\u2014that is, when we finally make a choice, we are clear about our decision. Research by psychologists in Sweden shows that this confidence in our own self-knowledge may not always be justified.<\/p>\n<section class=\"textbox keyTakeaway\">\n<h3>choice blindness<\/h3>\n<p data-start=\"625\" data-end=\"868\"><strong>Choice blindness<\/strong> is the failure to notice a mismatch between the option you <em data-start=\"724\" data-end=\"734\">intended<\/em> to choose and the option you actually receive\u2014and then going on to accept or even justify that outcome as if it were your own choice.<\/p>\n<p>It\u2019s not just forgetting your choice later. It\u2019s failing to notice, <em data-start=\"938\" data-end=\"953\">in the moment<\/em>, that the outcome does not match what you chose.<\/p>\n<\/section>\n<p>Here are some examples of choice blindness:<\/p>\n<ul>\n<li data-start=\"1036\" data-end=\"1164\">You order <strong data-start=\"1046\" data-end=\"1059\">chocolate<\/strong> ice cream, but the server hands you <strong data-start=\"1096\" data-end=\"1110\">strawberry<\/strong> and you accept it without realizing the difference.<\/li>\n<li data-start=\"1036\" data-end=\"1164\">You choose a specific pair of shoes online, but when the page refreshes, a slightly different (more expensive) version is in your cart and you don\u2019t notice.<\/li>\n<li data-start=\"1036\" data-end=\"1164\">You tell a friend you prefer Option A, but when they later describe Option B back to you as \u201cwhat you picked,\u201d you agree and explain why it\u2019s a good choice.<\/li>\n<\/ul>\n<p data-start=\"1486\" data-end=\"1573\">In each case, you \u201cgo along with\u201d an outcome that doesn\u2019t match your original decision.<\/p>\n<section class=\"textbox example\">\n<h3>The Attraction Preference Experiment<\/h3>\n<p data-start=\"1625\" data-end=\"1866\">Petter Johansson, Lars Hall, and colleagues developed a clever lab method to study choice blindness. Their question: <strong data-start=\"1742\" data-end=\"1866\">How often do people notice when their chosen option is secretly swapped\u2014and how do they explain their choices afterward?<\/strong><\/p>\n<p data-start=\"1868\" data-end=\"1903\">Here\u2019s how their experiment worked:<\/p>\n<ol>\n<li data-start=\"1908\" data-end=\"1989\">You sit across a table from an experimenter wearing a long-sleeved black shirt.<\/li>\n<li data-start=\"1993\" data-end=\"2057\">On each trial, you see two photographs of faces (same gender).<\/li>\n<li data-start=\"2061\" data-end=\"2110\">You point to the face you find more attractive.<\/li>\n<li data-start=\"2114\" data-end=\"2232\">The experimenter then hands you the card you <em data-start=\"2159\" data-end=\"2171\">supposedly<\/em> chose and asks you to explain why you preferred that person.<\/li>\n<\/ol>\n<p data-start=\"2234\" data-end=\"2392\">But there\u2019s a trick:<\/p>\n<ul>\n<li>On some trials, using a sleight-of-hand technique, the experimenter <strong data-start=\"2325\" data-end=\"2347\">switches the cards<\/strong> and hands you the face you <em data-start=\"2375\" data-end=\"2384\">did not<\/em> choose.<\/li>\n<li>You can see the setup and results described in this BBC clip on decision-making (Horizon series).<\/li>\n<\/ul>\n<p>Watch this video to see the experimenters explain it.<br \/>\n<iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?mf=4323921&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=wRqyw-EwgTk&amp;video_target=tpm-plugin-b679666k-wRqyw-EwgTk\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p>You can <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/Psychology\/Transcriptions\/BBCChoiceBlindness.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for &#8220;BBC Choice Blindness&#8221; here (opens in new window)<\/a>.<\/p>\n<h3 data-start=\"2519\" data-end=\"2546\"><strong data-start=\"2523\" data-end=\"2546\">What Did They Find?<\/strong><\/h3>\n<ul>\n<li data-start=\"2550\" data-end=\"2609\">Participants: 120 college students (70 women, 50 men)<\/li>\n<li data-start=\"2612\" data-end=\"2643\">All face photos were of women<\/li>\n<li data-start=\"2646\" data-end=\"2738\">On each trial, participants chose a face and then immediately explained their preference<\/li>\n<\/ul>\n<p data-start=\"2740\" data-end=\"2748\">Results:<\/p>\n<ul>\n<li data-start=\"2752\" data-end=\"2821\">Only about 13% of the switched trials were detected right away.<\/li>\n<li data-start=\"2824\" data-end=\"2978\">About 10% more were flagged later (\u201cretrospectively\u201d)\u2014participants first explained the switched face but later reported suspicion something was off.<\/li>\n<li data-start=\"2981\" data-end=\"3099\">Even when people <em data-start=\"2998\" data-end=\"3003\">did<\/em> notice a swap, they usually blamed it on a technical error, not on the experimental design.<\/li>\n<\/ul>\n<p data-start=\"3101\" data-end=\"3221\">The striking part: most participants confidently explained why they \u201cpreferred\u201d a face they had never actually chosen.<\/p>\n<\/section>\n<h2>From Phenomenon to Scientific Exploration<\/h2>\n<p>What you saw in the video is what a scientist would call a phenomenon\u2014that is, a behavior that happens under certain conditions. The video showed that, if an experimenter is tricky enough, they can get people to justify choices that they never made.<\/p>\n<p data-start=\"3275\" data-end=\"3457\">What you saw in the video is what scientists call a <strong data-start=\"3327\" data-end=\"3341\">phenomenon<\/strong>\u2014a reliable pattern of behavior observed under specific conditions. In this case, the phenomenon is that people can:<\/p>\n<ul>\n<li data-start=\"3461\" data-end=\"3506\">Fail to notice when their choice is changed<\/li>\n<li data-start=\"3509\" data-end=\"3582\">Confidently justify that altered outcome as if it were their own decision<\/li>\n<\/ul>\n<section class=\"textbox tryIt\"><iframe loading=\"lazy\" id=\"ohm4168\" class=\"resizable\" src=\"https:\/\/ohm.one.lumenlearning.com\/multiembedq.php?id=4168&theme=lumen&iframe_resize_id=ohm4168&source=tnh&show_question_numbers\" width=\"100%\" height=\"400\"><\/iframe><\/section>\n<section>\n<p data-start=\"3584\" data-end=\"3673\">Discovering a phenomenon is just the <strong data-start=\"3621\" data-end=\"3639\">starting point<\/strong>. The deeper scientific work asks:<\/p>\n<ul>\n<li data-start=\"3677\" data-end=\"3714\">Why does choice blindness happen?<\/li>\n<li data-start=\"3717\" data-end=\"3761\">When is it more or less likely to occur?<\/li>\n<li data-start=\"3764\" data-end=\"3833\">What does it reveal about how we construct reasons for our choices?<\/li>\n<\/ul>\n<p data-start=\"3835\" data-end=\"4086\">To answer these questions, researchers systematically change specific parts of the experiment\u2014its <strong data-start=\"3933\" data-end=\"3958\">independent variables<\/strong>\u2014and observe how that affects the <strong data-start=\"3992\" data-end=\"4014\">dependent variable<\/strong>, which here is the <strong data-start=\"4034\" data-end=\"4085\">probability that participants detect the switch<\/strong>.<\/p>\n<p data-start=\"4088\" data-end=\"4117\">For example, they might vary:<\/p>\n<ul>\n<li data-start=\"4121\" data-end=\"4150\">How different the faces are<\/li>\n<li data-start=\"4153\" data-end=\"4208\">How much time passes before asking for an explanation<\/li>\n<li data-start=\"4211\" data-end=\"4256\">Whether participants feel rushed or relaxed<\/li>\n<\/ul>\n<p data-start=\"4258\" data-end=\"4435\">By seeing which changes increase or decrease detection, scientists can learn more about the mental processes behind <strong data-start=\"4374\" data-end=\"4394\">choice blindness<\/strong> and how we understand our own decisions.<\/p>\n<\/section>\n","protected":false},"author":20,"menu_order":12,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Psychology in Real Life: Choice Blindness\",\"author\":\"Patrick Carroll for Lumen Learning\",\"organization\":\"\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"BBC Choice 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man\",\"author\":\"\",\"organization\":\"Pixabay\",\"url\":\"https:\/\/pixabay.com\/en\/boy-portrait-outdoors-facial-men-s-3566903\/\",\"project\":\"\",\"license\":\"cc0\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"man with beard\",\"author\":\"Simon Robben\",\"organization\":\"Pexels\",\"url\":\"https:\/\/www.pexels.com\/photo\/face-facial-hair-fine-looking-guy-614810\/\",\"project\":\"\",\"license\":\"pd\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"image of businessman\",\"author\":\"RoyalAnwar\",\"organization\":\"Pixabay\",\"url\":\"https:\/\/pixabay.com\/en\/model-businessman-corporate-2911332\/\",\"project\":\"\",\"license\":\"cc0\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"man in black shirt\",\"author\":\"songjayjay\",\"organization\":\"Pixabay\",\"url\":\"https:\/\/pixabay.com\/en\/face-men-s-asia-shirts-blacj-young-1391628\/\",\"project\":\"\",\"license\":\"cc0\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"woman headshot\",\"author\":\"Richard Ha\",\"organization\":\"Flickr\",\"url\":\"https:\/\/www.flickr.com\/photos\/richardha101\/31951459743\/in\/photolist-QFrzNX-V9Amf2-UM2ZU5-HMQxnd-WmpZx1-5ztiGT-ovm92d-28C1Eyi-qhwZzM-8szjMV-YRsM5B-LCTNFR-LtgVC9-LCUgd8-8gRLbQ-REArrY-WQNThG-ph52sx-2bC2DwH-qE61yp-28NspiC-21h8cj4-RVoBBc-29GiNJ3-21QEU6M-M1YTcp-PePwTJ-LALKtr-RVoBtg-Ry1bpy-FVr9BB-282GDDG-V7zSQJ-NwmdK9-29bSs5N-29mSb5G-272dN8p-26brtas-28tTQWf-RS1osg-WHoUSc-25uETMH-D7crwK-28m9fEh-25taZPB-JCwqE7-241e8Xp-265Ce4A-22V7VVo-25N7i4q\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"businesswoman headshot\",\"author\":\"Richard Rives\",\"organization\":\"Flickr\",\"url\":\"https:\/\/www.flickr.com\/photos\/richpat2\/38251159285\/in\/photostream\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"part":441,"module-header":"learn_it","content_attributions":[{"type":"original","description":"Psychology in Real Life: Choice Blindness","author":"Patrick Carroll for Lumen Learning","organization":"","url":"","project":"","license":"cc-by","license_terms":""},{"type":"copyrighted_video","description":"BBC Choice Blindness","author":"BBC","organization":"ChoiceBlindnessLab","url":"https:\/\/www.youtube.com\/watch?v=wRqyw-EwgTk","project":"","license":"other","license_terms":"Standard YouTube License"},{"type":"copyrighted_video","description":"Using Choice Blindness to Shift Political Attitudes and Voter 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