Unconscious thought theory (UTT) suggests that conscious thinking is less effective in complex
decision-making than unconscious thinking. However, little research has taken individual
differences (e.g., cognitive style) into account. Using an adapted UTT paradigm,
the present study compared the performances of individuals with a wholist or an analytic
cognitive style in both conscious and unconscious thought conditions. After viewing information
regarding four hypothetical phones, participants in the conscious thought condition
deliberated for three minutes before rating the phones, while participants in the
unconscious thought condition were distracted with a 2-back task for three minutes before
rating. The results showed that wholists were equally good at differentiating good and bad
phones after conscious or unconscious thought, whereas analytics performed well only
when thinking unconsciously. The modulation effect of cognitive style appeared only in
conscious thought. Implications for UTT and the understanding of cognitive style are
discussed.