Momentary conscious pairing eliminates unconscious-stimulus influences on task selection.

Task selection, previously thought to operate only under conscious, voluntary control, can be activated by unconsciously-perceived stimuli. In most cases, such activation is observed for unconscious stimuli that closely resemble other conscious, task-relevant stimuli and hence may simply reflect perceptual activation of consciously established stimulus-task associations. However, other studies have reported 'direct' unconscious-stimulus influences on task selection in the absence of any conscious, voluntary association between that stimulus and task (e.g., Zhou and Davis, 2012). In new experiments, described here, these latter influences on cued- and free-choice task selection appear robust and long-lived, yet, paradoxically, are suppressed to undetectable levels following momentary conscious prime-task pairing. Assessing, and rejecting, three intuitive explanations for such suppressive effects, we conclude that conscious prime-task pairing minimizes non-strategic influences of unconscious stimuli on task selection, insulating endogenous choice mechanisms from maladaptive external control.