UC Davis

Conscious and unconscious thought have been previously found to differentially impact decision-making quality. However, little research has directly measured the processes underlying these modes of thinking. We propose that both thinking modes are characterized by rule-based and intuitive processing. In two experiments, we used the Process Dissociation Procedure to independently measure these cognitive processes. We tested three competing hypotheses: (a) conscious thinking evokes both increased rule-based and decreased intuitive processing compared to unconscious thinking; (b) conscious and unconscious thinking evoke similar levels of intuitive processing but conscious thinking enhances rule-based processing; and (c) conscious and unconscious thinking evoke similar levels of rule-based processing but unconscious thinking enhances intuitive processing. Experiment 1 used base-rate and law-of-large-numbers decision-making problems, whereas Experiment 2 used decision-making problems similar to the "apartment" problem that is often used in unconscious thought studies. In both experiments we found support for hypothesis (b). © 2012 Elsevier Inc.