Predicting behavior is both challenging and valuable. While previous research has provided evidence for predicting choice through examining neural activity, incorporating behavioral evidence could offer deeper insights into the roles of preconscious and conscious processes in shaping individual and aggregate decision-making. The present study is designed to test whether preconscious processes can predict choice at both individual and aggregate levels. An in-lab experiment of 36 subjects using "breaking continuous flash suppression" method was conducted. In the first part of the study, subjects were instructed to identify a visually suppressed NFT artwork per trial. In the second part, subjects were asked to choose their preferred artwork between pairs of artworks. The results showed no significant association between reaction time and price of artworks, nor significant association between reaction time and individual preference. These findings suggest that current method may require further refinement to effectively investigate the influence of preconscious and conscious processes in decision-making. Future research should refine methodologies, ensuring demographic alignment and integrating behavioral and neural methods to better assess preconscious influences on choice.
Yukun Chen (Sat,) studied this question.