✅ Confirmation Bias:

Favoring supportive information.

The tendency to interpret (or seek out) information that is consistent with your beliefs. Often it also means ignoring new information that would contradict those beliefs.

This is a bias that is often unintentional, and leads to poor decision-making.

Types of Confirmation Bias:

There are 3 main components at play, which affect us all (to some extent):

  • A biased search — i.e., only seeking out information that agrees with your existing beliefs.

  • A biased interpretation — i.e., processing objectively neutral information as backing up your beliefs.

  • A biased memory — i.e., only remembering information that agrees with your beliefs.

✅Attention & interest

  • Users might be less interested in products, features and content that contradicts their existing beliefs.

✅Happiness & enjoyment

  • Most people don't enjoy being challenged on their opinions.