(TIME) – Studies have found that upon entering an office, people behave more competitively when they see a sharp leather briefcase on the desk, they talk more softly when there is a picture of a library on the wall, and they keep their desk tidier when there is a vague scent of cleaning agent in the air. But none of them are consciously aware of the influence of their environment.
There may be few things more fundamental to human identity than the belief that people are rational individuals whose behavior is determined by conscious choices. But recently psychologists have compiled an impressive body of research that shows how deeply our decisions and behavior are influenced by unconscious thought, and how greatly those thoughts are swayed by stimuli beyond our immediate comprehension.
In an intriguing review in the July 2 edition of the journal Science, published online Thursday, Ruud Custers and Henk Aarts of Utrecht University in the Netherlands lay out the mounting evidence of the power of what they term the “unconscious will.” “People often act in order to realize desired outcomes, and they assume that consciousness drives that behavior. But the field now challenges the idea that there is only a conscious will. Our actions are very often initiated even though we are unaware of what we are seeking or why,” Custers says. Continue reading