category: UIUX 360

Cognitive Biases

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Cognitive Biases

What is Cognitive Biases?

Overview

Introduced by Amos Tversky and Daniel Kahneman in 1972, a cognitive bias is a systematic pattern of errors in memory, reasoning, or other cognitive processes that result from holding existing beliefs regardless of information to the contrary.

There are over 100 documented cognitive biases, which are generally classified into four categories: biases that result from too much information, not enough meaning, the need to act quickly, and the limits of memory.

Cognitive biases are particularly important to be aware of when conducting research, as a way of arriving at real conclusions rather than relying on personal preferences.

Cognitive bias can sometimes lead to perceptual distortion, inaccurate judgment, or illogical interpretation. Although with such inaccuracy and errors, bias can help humans find commonalities and shortcuts to aid in the navigation of common situations in life.

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