It can be proved through experiments that people are not conscious of the reasons why they make a decision...People do not know what has influenced their decision and often invent reasons for their choice afterward. Only a small part of decision making reaches the conscious mind, while most decision making, just as most thinking, is below this threshold of consciousness. You know what you are thinking, but you do not know why you are thinking it. ...I run experiments both with experienced managers and with university students. Overall, the students do much better. It's always the same story: People are guided too much by little-understood experience and make the wrong generalizations. Less experience can be advantageous when it forces you to think harder.
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