Denial of unconscious!

"You may object to the importance of the unconscious for two reasons. First, because accepting it implies loss of control. If you're not making the decisions around here, then who is? Your parents? The media, whose products you consume so avidly? Your friends and peers? Second, because you are unaware of unconscious biases (by definition), you don't know you have them. You won't recall an instance in which you clandestinely judged somebody based on their skin color, gender, or age. When somebody points out such a case, you will come up with many vaguely plausible reasons for why you judged the person the way you did-but the thought that you discriminated against the person won't occur to you. It's uncanny, but that's how the mind works."