We propose that when predicting future behavior, consumers selectively (but unwittingly) test the hypothesis that they will behave ideally. This selective hypothesis testing perspective on unrealistic optimism suggests that estimates of future behavior should be similar to those made by...

Research has consistently found that goals triggered by environmental cues can influence decision making processes outside of conscious awareness. This lack of awareness led naturally to the presumption that decision makers could not report the activation level of nonconsciously primed goals....