Confirmation Bias
Seeking, noticing and remembering what fits what you already believe, and testing ideas by looking for support instead of for failure; the most pervasive bias, and one that feels like diligence from the inside.
An everyday example
Researching a vendor you have already chosen and finding only reasons you were right.
What it can cost you
Investigations that confirm; advisers who feed you what you already think.
Warning signs
- Everything I read supports my choice.
- I skipped the critical review.
One thing to do
Assign yourself the job of disproving your favourite option for fifteen minutes before deciding; ask what evidence would change your mind, then look for it.
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