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Distinction bias is a cognitive bias that occurs when people perceive two options as more dissimilar when evaluating them simultaneously than when evaluating them separately. This bias leads individuals to overemphasize minor differences while neglecting overall similarities.
When individuals compare options side by side, their attention is drawn to contrasting features between the items. This heightened contrast makes these differences seem more significant than they would if each item were assessed independently.
Distinction bias can lead to suboptimal decision-making. By overweighing minor distinctions, individuals and organizations might make choices that are less aligned with their true preferences or needs. This can result in consumer dissatisfaction, poor hiring decisions, and inefficiencies in organizational choices.
To counteract distinction bias, individuals should attempt to evaluate options independently, focusing on major attributes rather than minor differences. Decision-makers can also use decision matrices that emphasize weighted priorities to prevent overemphasis on less critical features.
Some scholars argue that recognizing differences is essential, especially in informed decision-making contexts where nuances may matter. Critics of the distinction bias theory suggest that the ability to notice and evaluate slight distinctions can be beneficial in settings that demand precision.
Distinction bias: Misprediction and mischoice due to joint evaluation
Hsee, C. K., & Zhang, J. (2010)
Journal of Experimental Psychology: General, 139(4), 743-757
The misunderstood limits of folk science: An illusion of explanatory depth
Morewedge, C. K., Wilson, T. D., & Gilbert, D. T. (2005)
Cognitive Psychology, 51(3), 125-152