Most of us like to think that we make decisions in a rational, sensible way. We prefer to believe that when it comes to making choices, whether to get out of bed, buy a Powerball ticket, turn left at the next set of lights, or even buy that house, the choices we make typically reflect our desires; we choose what, all things considered, we want. The process by which we make choices is pretty straightforward. We consider the pros and cons of a particular choice, or perhaps even do a more formal cost-benefit analysis. After weighing up our options, we choose the product we want the most. For the most part, it is a process that is carried out in the conscious mind. Pretty straightforward.