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Cognitive psychology research has often assumed that students are unable to recognize what strategies are effective: in surveys and lab experiments, students often choose less effective strategies (e.g., rereading, cramming) in favor of more effective ones (e.g., retrieval practice, spacing). The present studies challenge this assumption. We show that participants are generally able to identify effective strategies (Studies 1 and 2), but despite having the knowledge, choose not to use them due to lack of self-efficacy and perceived costs (anxiety, time, effort) in using effective strategies. Together, these studies suggest that interventions to improve learner study strategies might not need to focus on explicit knowledge, but instead should focus more on increasing self-efficacy and reducing perceived costs.