Sleep on it

From the BBC:

Dutch study suggests complex decisions like buying a car can be better made when the unconscious mind is left to churn through the options.

This is because people can only focus on a limited amount of information, the study in the journal Science suggests.

The conscious brain should be reserved for simple choices like picking between towels and shampoos, the team said.

Psychologists from the University of Amsterdam in the Netherlands divided their participants into two groups and devised a series of experiments to test a theory on "deliberation without attention".

One group was given four minutes to pick a favourite car from a list having weighed up four attributes including fuel consumption and legroom.

The other group was given a series of puzzles to keep their conscious selves busy before making a decision.

The conscious thought group managed to pick the best car based on four aspects around 55% of the time, while the unconscious thought group only chose the right one 40% of the time.

But when the experiment was made more complex by bringing in 12 attributes to weigh up, the conscious thought group's success rate fell to around 23% as opposed to nearly 60% for the unconscious thought group.