cONFIRMATION BIAS
favoring information that confirms our beliefs while undervaluing (or ignoring) conflicting evidence.
How we gather, understand, and recall information favors what we already think. Even when seeking new information, we naturally look for and remember ideas that reinforce our existing opinions rather than noticing and considering the contrary. We may even subconsciously interpret neutral or ambiguous evidence as supporting our preconceived ideas.
Our brain uses this cognitive shortcut to cut down on draining decision making. It also boosts our self-esteem; we humans like to be right!
SO WHAT
Confirmation bias is a major factor in decision making; people believe what they want to believe, even if they're working with incorrect information. Thus, it’s much easier to roll with people’s preconceived ideas than try to change them.
NOW WHAT
Use stereotypes to your advantage: reiterate positive presumptions about your category (German cars are safe! Columbian coffee is the best!).
Marketers fall prey to their own confirmation bias; we aim to solve for what we believe to be barriers, but consumers may feel differently.
AUDIENCE IMPLICATION
Is your Marketing communications plan backed by data? When did you last confirm your audience's needs to ensure your positioning is truly relevant to the audience and not to your own assumptions?
Sources / Additional Reading
https://www.simplypsychology.org/confirmation-bias.html
https://thedecisionlab.com/biases/confirmation-bias
https://www.verywellmind.com/what-is-a-confirmation-bias-2795024
source: SimplePsychology.org
THE MIND SEES ONLY WHAT THE MIND IS PREPARED TO COMPREHEND.
FRENCH PHILOSOPHER HENRI BERGSON