“Free choice” may not be as free as it seems

The article explains that the subjects decision to press a button was made well before they were conscious of the decision.

This isn’t discussed in the article, but there’s another takeaway. If you are a marketer, sales person, or someone else involved in changing minds, it’s hard to rely on a person’s own accounting for their decision making. Because there are so many things occuring at a subconcious level, it’s hard for us to say which specific details were responsible for our decision.