Confirmation Bias is the tendency to search for, interpret, favour, and recall information in a way that confirms one’s pre-existing beliefs or hypotheses. People display this bias when they gather or remember information selectively, or when they interpret it in a biased way. The effect is stronger for desired outcomes, emotionally charged issues, and for deeply entrenched beliefs. 

A useful counter-measure is to explore what the underlying decision-making criteria are. One could ask: “Am I thinking this thing because I prefer to, or is it because I’ve rationally considered the other options?”

For a full list of the most common biases, click here.