We are unaware of them. As a result, many of our beliefs about how people behave--including beliefs about ourselves--are wrong. That is why we have the multiple social and behavioral sciences, with a good dash of mathematics, economics, computer science, information science, and neuroscience. Consider the following simple experiment. Do all three steps: 1. Wiggle the second finger of your hand. 2. Wiggle the third finger of the same hand. 3. Describe what you did differently those two times.