Abstract:

Choice blindness refers to a person’s failure to detect a mismatch between one’s intentions and the outcome of one’s choice in decision-making task, without their notice. Memory representation theory mainly encodes why people can not find the change of choices, and preference theory focuses on analyzing the reversal of people’s preference. Afterwards, we introduce influential factors of the choice blindness, including similarities and false feedback. Future researches of choice blindness are expected to the deeper understanding of its original roots and psychological mechanism, expand of influential factors and exploration of application.

Key words: choice blindness, memory representation theory, preference theory, false feedback, similarity