So even which books I choose to read is a subconscious decision? In your thought experiment of a blue or red ball I would agree that the subconscious rules your decision because there is no reason to excite the centers in the brain that are required for higher thought. What if there were two books, one extolling the value of blue balls and one that proves the moral correctness of red balls. We can choose which one to read based on which we favor more, value or morality; or we could read them both and through our intellect, program our subconscious to favor one or the other. Our subconcious would be active during the reading of either book and would guide us on what to believe based on our epistemic structure up to the point of our reading so it becomes a chicken and the egg kind of problem.
Rhizo
Rhizo