Jam Experiment

You think you know what you like. But do you? In a famous experiment, researchers Petter Johansson and Lars Hall asked people to taste two jams and pick their favorite. Then, using a sleight-of-hand trick, they swapped the jars and asked the subjects to explain why they liked the chosen jam. Shockingly, most people didn't notice they were eating the rejected flavor—and happily invented reasons why it was superior.



This phenomenon is called "Choice Blindness." This book explores how our brains rationalize decisions after we make them, rather than before. It reveals that we are often strangers to our own preferences, easily manipulated by outcomes we never wanted. A disturbing but necessary look at the illusion of free will in the supermarket and the voting booth.