The role of unconscious and conscious thought in making cell phone preference decisions was investigated in two experiments. In experiment 1, participants were presented with a simple decision problem related to cell phone preferences. In experiment 2, a more complex problem related to cell phone preferences was presented to the participants. The results from these two experiments showed that unconscious thinkers made no better decisions than conscious thinkers did. The participants were then divided into two groups according to the difficulty in making cell phone preference decisions, and it was found that, for the group of participants who made cell phone preference decisions without much difficulty, unconscious thinkers made no better decisions than conscious thinkers did. However, unconscious thinkers were found to make better decisions than conscious thinkers do for the group of participants who made the decisions with relatively much difficulty. Results from this work suggest that decisions about the issues which seem to be complex from the viewpoint of the participants can be better approached by unconscious thought. Possible applications of the results to education are also discussed.