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Each year, television studios spend millions of dollars to develop pilot episodes for new shows. The development pro-cess includes gathering feedback from potential viewers through surveys, interviews, and focus groups. The studios use this input under the assumption that people are capable of accurately reporting what they like and don’t like and, in turn, what they will and won’t watch. However, less than a quarter of pilot episodes become full shows (D’Alessandro, 2012), and the vast majority of those that do are canceled within the first few years (Stelter, 2012). Why are viewers and network executives alike so poor at judging which shows people will watch? One answer is that the mental processes that give rise to behaviors, such as tuning in to a TV show, are not always accessible to conscious awareness (Dijksterhuis, 2004; Nisbet