The work on automaticity also represents a significant foray into the realm beyond rationality and control. The work by Bargh and his col- leagues emerges from a “dual-process” perspective that appreciates both the conscious and non-conscious information-processing aspects of expe- rience (., Bargh & Chartrand, 1999; Bargh & Ferguson, 2000). Bargh’s research has provided compelling evidence that goal-directed activity, judgment of others, self-regulation, and expert performance—processes thought to exemplify our cognitive/rational nature—are much less under our conscious control than we.
