For most of us it is difficult to imagine that we could decide to buy a v-neck sweater and end up with round-neck collar without even noticing the difference. If this happened in a wide variety of situations, it would mean that we are often not fully aware of the decisions we make. According to researchers studying a phenomenon called choice blindness, this is precisely the case. Numerous studies have shown that we often fail to detect changes in our decisions (e.g., which of two jams we prefer) when that choice is secretly changed. In the present article, we examine when and why this...