• Grouped into 4 basic psychological goals that they serve.
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Cognitive Biases


‘…..A cognitive bias is a systematic pattern of deviation from norm or rationality in judgment. Individuals create their own subjective social reality from their perception of the input.

An individual’s construction of social reality, not the objective input, may dictate their behaviour in the social world. Thus, cognitive biases may sometimes lead to perceptual distortion, inaccurate judgment, illogical interpretation, or what is broadly called irrationality.

Some cognitive biases are presumably adaptive. Cognitive biases may lead to more effective actions in a given context. Furthermore, cognitive biases enable faster decisions when timeliness is more valuable than accuracy, as illustrated in heuristics.

Other cognitive biases are a “by-product” of human processing limitations, resulting from a lack of appropriate mental mechanisms (bounded rationality), or simply from a limited capacity for information processing.

A continually evolving list of cognitive biases has been identified over the last six decades of research on human judgment and decision-making in cognitive science, social psychology, and behavioral economics. (Daniel) Kahneman and (Amos) Tversky argue that cognitive biases have efficient practical implications for areas including clinical judgment, entrepreneurship, finance, and management….’