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<p>Over a couple of years I spent a lot of time in offices looking out the window, thinking about decision-making & the unconscious, scribbling little bits & pieces in a notebook.</p>
<p>My examples include both unconscious knowledge and unconscious desires. I’m not going to talk about unconscious <em>sensations</em> – e.g. flashes of advertisement that don’t register consciously but might persuade you.</p>
<p>An additional problem is that these findings could reflect knowledge being difficult to articulate, without it being unconscious. And this literature is full of reversals which bear this out: when experiments are repeated it has often turned out that the subjects <em>do</em> report awareness of the pattern that they have learned if they are asked the question in a different way. Mitchell et al. (2009) say “[i]t is very difficult to provide a satisfactory demonstration of unaware conditioning simply by showing conditioning in the absence of awareness. This is because it is very difficult to be sure that the awareness measure and the conditioning measure are equally sensitive.”</p>
<p>In Part 2 of this essay I will give a more formal statement of how decisions can reveal unconscious knowledge (and unconscious motivations), and a survey what I think is the strength of the evidence.</p>
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