![]() Bias is one such short cut and operating at a subconscious level can be particularly pernicious, its effect unnoticed or wrongly attributed to other factors or justified by other argument. When facing important choices we might want to check ourselves to try and reduce the risk of bias impairing our decisions. Bias can sometimes be helpful, for example by helping avoid danger through an aversion to risk, but it can also have a negative effect on our ability to make optimal choices.īehavioural Science describes cognitive bias as unconscious processes that make decision making easier but may lead to the misinterpretation of information and affect rationality and accuracy of judgement. Our brains use shortcuts where they can to free capacity to assign to the myriad of tasks that they have to deal with. Choices that we make can be influenced by all kinds of biases and the way options are presented to us.
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