Hijacking the Brain Circuits With a Nickel Slot Machine — in search of the neural basis of the unconscious:

“…(T)he brain systems that detect and evaluate such rewards generally operate outside of conscious awareness. In navigating the world and deciding what is rewarding, humans are closer to zombies than sentient beings much of the time.

The findings, which are gaining wide adherence among neuroscientists, challenge the notion that people always make conscious choices about what they want and how to obtain it. In fact, the neuroscientists say, much of what happens in the brain goes on outside of conscious awareness.” NY Times