Think differently

Unconscious Thought Theory

The premise of Unconscious Thought Theory is very similar to the idea of sleeping on a decision or taking a break from trying to solve a difficult problem and was recognised long ago by Wallas  in 1926. In research by Dijksterhuis and Nordgren (2006), participants were asked to choose between a number of apartments, each of which was described by different binary attributes (either positive or negative). One group of participants were invited to make