"Human judgments about a sensation or a product are strongly influenced by items that surround the item of interest, either in space or in time. This chapter shows how judgments can change as a function of the context within which a product is evaluated. Various contextual effects and biases are described and categorized. Some solutions and courses of action to minimize these biases are presented."
The pub he referenced is James, W. 1913. Psychology. Henry Holt and Company, New York.
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"Perceptual bias is the tendency to interpret information about ourselves and our environment in a subjective way, causing our perception to systematically deviate from objective fact. This process is driven by internal factors like personal beliefs, past experiences, and expectations rather than solely by external sensory data. The brain employs this filtering mechanism to manage the massive amount of stimuli bombarding the senses.
This tendency is often categorized as a type of cognitive bias, but it operates at the initial stage of information processing. Perceptual bias involves the screening, selecting, and organizing of raw sensory input—what we literally see, hear, and feel—before complex thought or logical reasoning begins. In contrast, broader cognitive biases are errors in thought, logic, and decision-making that occur after the brain has already filtered and interpreted the sensory data."
Understand how your brain filters sensory data to construct reality. Learn the mechanisms of perceptual bias and strategies to reduce its influence.
scienceinsights.org
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