According to recent research, even when you don't get what you want, there's a strong chance that you won't even notice. For example, imagine that you've been asked to taste two different types of jams and choose your favorite. You are then offered another taste of the one you selected as your favorite and then asked to explain why you chose it. Do you think that you would notice that you actually tasted the jam that you had initially rejected?In a 2010 study by Hall, Johansson, and their colleagues presented just such a scenario to supermarket volunteers, They found that less than 20 percent of participants noticed that they tasted the jam they had turned down just a few moments earlier. In many cases, the difference between the two flavors differed dramatically, ranging from spicy to sweet to bitter.Psychologists refer to this lack of awareness of our own decisions and preference as choice-blindness.