Unknown known

Unknown knowns are things that we are aware of and know about, but don't always acknowledge. It's information that we know or should know, but often forget to take into account when we make decisions. For example, when you go to the store, you know that you should buy healthy food, but you may deliberately (or unconsciously) forget and buy junk food instead. Unknown knowns are the bits of knowledge and information that we forget to think about when we are making decisions.