Cognitive biases are “systematic errors in thinking that affect the decisions and judgments that people make”[1]. With the intent of saving itself time and energy, the brain makes split-second categorizations and decisions based on previous knowledge and experience. Biases are formed from a variety of information processing shortcuts known as heuristics. These mental shortcuts are how the brain applies the principles of efficiency to cope … Continue reading How confirmation bias makes it difficult for consumers to engage with your ag messages – and what you can do about it