Friday, October 28, 2005By Sharon Begley, The Wall Street Journal Life is full of surprises, but it's rare to reach for a carafe of wine and find your hand clutching a bottle of milk -- and even rarer, you'd think, to react by deciding the milk was...
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Friday, October 28, 2005By Sharon Begley, The Wall Street Journal Life is full of surprises, but it's rare to reach for a carafe of wine and find your hand clutching a bottle of milk -- and even rarer, you'd think, to react by deciding the milk was actually what you wanted all along. Yet something like that happened when scientists in Sweden asked people to choose which of two women's photos they found most attractive. After the subject made his choice, whom we'll call Beth, the experimenter turned the chosen photo face down. Sliding it across the table, he asked the subject the reasons he chose the photo he did. But the experimenter was a sleight-of-hand artist. A copy of the unchosen photo, "Grizelda," was tucked behind Beth's, so what he actually slid was the duplicate of Grizelda, palming Beth. Few subjects batted an eye. Looking at the unchosen Grizelda, they smoothly explained why they had chosen her ("She was smiling," "she looks hot"), even though they hadn't. In 1966, Time... See less