The body says it all: Non-verbal indicators of choice awareness

Abstract Recent cognitive science research suggests that occasional “blindness” to choice manipulations indicates a lack of awareness in choice making. This claim is based on participants’ tendency not to detect choice manipulations and the similarity between their justifications for choices they made and those they were tricked into believing they made. Using a cognitive-semiotic framework, we argue that such conclusions underestimate the embodied, intersubjective nature of human meaning-making. We support this by investigating choice awareness beyond language to include non-verbal behavior. Forty-one participants were asked to choose from pairs of photographs of human faces the one they found most attractive and then to justify their choices, without knowing that for some of the trials they were asked to justify a choice that they had not made. Verbal responses were categorized as (i) non-manipulated, (ii) detected manipulated, and (iii) undetected manipulated trials. Bodily expressions, assessed using five different Categories of Bodily Expression (CBE): Adaptors, Torso, Head, Face and Hand expressions, revealed differences in: (a) duration, (b) rates of occurrence and (c) variety of the CBEs across trials. Thus, even when manipulations were not verbally detected, participants took longer to assess choices, showed increased bodily expressions, and engaged more body parts in undetected manipulations compared to non-manipulated choice trials. This suggests a degree of awareness to the choice manipulation, even if pre-reflective, manifested in participants’ bodily expressions.