The better we understand our internal processes, the better we are able to control them, and even change them, in order to achieive the best possible outcomes for ourselves. A previous article on self-reflection and rumination was one example of where our internal process can be useful in some circumstances, and not so useful in others. Cognitive biases often fly under the radar of our conciousness and hence we are not aware of their impact. This article will help shed a light on these for you.

Cognitive biases  – one of the costs of speed vs accuracy

We all like to think that when required, and under the right conditions, we can make well thought out decisions based on a rational and accurate assessment of the information available. This is true sometimes, but what is equally true is that we are all influenceable. One of the more subtle ways this influence occurs is though our cognitive biases. Thinking ,or cognitive, biases are in fact errors in thinking that influence how we make decisions. In this article we will explore  why these influences exist,  and look in more detail at a few of them

Cognitive psychology is a field of psychology that is still maturing. It attempts to take a more systems based approach to the processes of the mind.  Having come from an Information Technology background I have a strong preference for this approach. Unfortunately, the accuracy of any theory is fraught with error, as unlike with computer hardware which is designed by a human being, the brain was not. Therefore a lot of assumptions tend to be made about the inner workings of the brain. Whilst cognitive psychology is a science, theories are still prone to changing.

With that in mind one area of particular interest to me is the subjective nature of the human experience. This blog article focusses on the challenges associated with what we consider to be one of our most rational processes, decision making. Just like computers we balance the need for speed with the need for accuracy. The need for speed came from our evolutionary origins  where threat detection and assessment needed to be made quickly. As we move into today’s world, accuracy is a key requirement but we are challenged by the exponential growth in complexity of the world.

As we have always done, the human species adapts, and one of the adaptions is the idea of having two processing paths. A faster and more automatic path which aims to deliver a quick decision  with the minimum amount of processing and information. A slower path which provides more information, considers more options but is in theory more accurate.  Cognitive psychology considers that the fast path uses thinking shortcuts, called heuristics,  as a way of speeding up the process. In the fast path, access to information affected by these biases is also utilised.

Specific cognitive biases

There are a lot of biases. I will focus on five of the most common ones. This might help you understand how they might impact your decision making process.

Confirmation bias

The tendency to search for, interpret, focus on and remember information in a way that confirms one’s preconceptions. This bias is when we want something to be true then we can look for information to confirm it. This also also means we tend to ignore information that is not consistent with this belief. In most aspects of life where highly inflexible opinions exist, you will often find an environment ripe for this bias.  They can also impact in more subtle ways such as our thinking in relation to things such as favorite hobbies, team, friends etc. for more read

Framing effect

Drawing different conclusions from the same information, depending on how that information is presented. The classic is the same information can be presented in a way that makes it seems like a problem, or in a way that makes it seem positive. We see this every day in politics. Policy changes are framed positively by those in power, and negatively by the opposition of the day.

Anchoring effect

The tendency to rely too heavily, or “anchor”, on one trait or piece of information when making decisions.This is usually the first piece of information acquired on that subject. This often happen is purchasing and / or negotiation when we decide a particular feature is important and focus heavily of this. We then end up compromising on many other equally important aspects of the purchase or situation.

Observational Selection Bias

The tendency to notice something more when something causes us to be more aware of it. An example is when we buy a car, we tend to notice similar cars more often than we did before. They are not suddenly more common, we just are noticing them more.

Continued influence Effect

The tendency to believe previously learned misinformation even after it has been corrected. Incorrect information can still influence our thinking after a correction has occurred. Factors that impact this effect include the logic of the original information, how often it is retrieved and the strength and sensibility of the correction. In some cases the correction can reinforce the original inaccurate statement.

Concluding…..

I would ask you as a fellow researcher / observer of the human condition to try to notice when you are impacted by these biases. Noticing will increase your ability in these situations to choose to move to slower but potentially more rational processing. This will reduce the impact of these biases on you.

Any comments on examples of where you have been impacted by these biases are welcomed.