Is choice blindness a case of self-ignorance?

Research output: Contribution to journalArticlepeer-review

Colleges, School and Institutes


When subject to the choice-blindness effect, an agent gives reasons for making choice B, moments after making the alternative choice A. Choice blindness has been studied in a variety of contexts, from consumer choice and aesthetic judgement to moral and political attitudes. The pervasiveness and robustness of the effect is regarded as powerful evidence of self-ignorance. Here we compare two interpretations of choice blindness. On the choice error interpretation, when the agent gives reasons she is in fact wrong about what her choice is. On the choice change interpretation, when the agent gives reasons she is right about what her choice is, but she does not realise that her choice has changed. In this paper, we spell out the implications of the two interpretations of the choice-blindness effect for self-ignorance claims and offer some reasons to prefer choice change to choice error.


Original languageEnglish
Number of pages18
Early online date28 Sep 2019
Publication statusE-pub ahead of print - 28 Sep 2019


  • Choice blindness, Consumer choices, Decision making, Ignorance, Moral attitudes, Political attitudes, Self-knowledge

ASJC Scopus subject areas