Choice-supportive Bias
Choice-supportive bias is the tendency to retroactively ascribe positive attributes to options we've chosen, downplaying their flaws and devaluing unchosen alternatives.
THE IDEA
Explanation
Choice-supportive bias is the tendency to feel positive about something because you chose it, even when it has flaws.
For example, you think your dog is awesome — even if it bites people every once in a while — and that other dogs are stupid, because they’re not yours.
When to use it
Evaluating past product purchases to make better future buying decisions.
Understanding why people remain in unsatisfying jobs or relationships.
Marketing campaigns that emphasize post-purchase satisfaction to reduce buyer's remorse.
Political affiliations where voters defend a candidate's actions despite evidence of poor performance.
FROM THEORY TO EVERYDAY LIFE
In practice
My Dog Is the Best
You think your dog is awesome, even if it bites people every once in a while, and you view other dogs as stupid simply because they aren't yours.
Car Purchase Rationalization
After buying a used car, you focus on its comfortable seats and smooth ride while ignoring the high fuel consumption and frequent maintenance needs.
A MOMENT TO REFLECT
Put it to work.
Think of a recent significant purchase or decision. Did you find yourself justifying flaws after the choice was made?
How might you separate the objective qualities of an option from your emotional attachment to it?
Can you identify a situation where choice-supportive bias might have led you to stay with a suboptimal choice longer than necessary?
CONTINUE THE CONVERSATION
Source texts
- 60 Cognitive Biases That Ruin Everything We Do by David Scott