Confirmation Bias

The most pervasive cognitive bias in human psychology: we actively seek out, interpret, and remember information that confirms what we already believe, while discounting evidence that contradicts it. A Pew Research study (2021) found that 85% of people primarily consume news from sources that align with their existing political views. In business, confirmation bias leads investors to ignore warning signs in companies they're emotionally attached to. In medicine, doctors who form an early diagnosis unconsciously filter new patient data through that lens. The cure isn't "trying to be open-minded" — it's actively seeking disconfirmation and appointing a dedicated devil's advocate.