Confirmation bias is perhaps the most powerful and pervasive cognitive bias (which is why it gets its own chapter), and it’s important to understand it thoroughly. Confirmation bias is the one bias to rule all biases, the mayor of Biastown, captain of the USS Bias, the Sith Lord of the bias side of the Force (okay, you get the idea). Confirmation bias is a tendency to notice, accept, and remember information that appears to support an existing belief and to ignore, distort, explain away, or forget information that seems to contradict an existing belief. This process works undetected in the
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