Confirmation bias
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 Confirmation bias  (bias)   | |
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| The preference people have to avoid cognitive dissonance by homing in on information which meets their expectations |
Confirmation bias is a bias which reflects the cognitive dissonance inherent in unexpected ideas. People tend to be more likely to take on board evidence of things they already believe than to accept things which challenge their current worldview and so necessitate a re-think.
Importance
This psychological phenomenon is of great importance in successfully controlling the narrative.
