Whether we are aware of it or not, deeply rooted subconscious cultural assumptions often drive our purchase intent and reinforce our decision after purchase.
Confirmation bias is the tendency for people to favor information that confirms their preconceptions or hypotheses regardless of whether the information is true. As a result, people gather evidence and recall information from memory selectively, and interpret it in a biased way. The biases appear in particular for emotionally significant issues and for established beliefs.… Continue reading
