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Of course you think it's horsepuckey. You're supposed to think it's horsepuckey. I don't pretend to know why, and I don't remember that the studies looked into why, but you're supposed to think you're making all your own reasoned decisions when, in fact, it's pure stimulus response with subsequent rationalization.

So when you picked that metallic green Prius, your subconscious picked it tens or hundreds of milliseconds before your conscious brain said "oooh, I like green".

I can't find the post here on TMF, but a quick google turned up a bunch of hits. Here's the first one:
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