ABSTRACT—We present,a theory,about,human,thought named,the unconscious-thought theory (UTT). The theory is applicable to decision making, impression formation, attitude formation and change, problem solving, and creativity. It distinguishes between,two modes,of thought: unconscious,and,conscious. Unconscious,thought,and consciousthoughthavedifferentcharacteristics,andthese different
... [Show full abstract] characteristics make,each mode,preferable un- der different circumstances. For instance, contrary to popular belief, decisions about simple issues can be better tackled by conscious thought, whereas decisions about complex,matters,can be better approached,with uncon- scious thought. The relations between,the theory and de- cisionstrategies,andbetweenthetheoryandintuition,are discussed. We end by discussing caveats and future direc- tions. One might almost believe that half of our thinking takes place