Dijksterhuis finally called out for being a fraud. Why did this take so long?

“Disputed results a fresh blow for social psychology” Nature 2013

For the uninitiated, Ap Dijksterhuis became famous 7 or 8 years ago for his Unconscious Thought Theory or UTT. Both the crux of UTT and the main contention neurosciences have with the theory can be summarized in one sentence:

contrary to popular belief, decisions about simple issues can be better tackled by conscious thought, whereas decisions about complex matters can be better approached with unconscious thought (Dijksterhuis & Nordgren 2006).

I can’t speak for all neuroscientists, but the general reaction from my colleagues was something like – it would be extremely surprising to us, if the unconscious continued to work out complex problems while we direct our attention elsewhere.