As consumers, we tend to pay more attention to the information that supports our opinions and unintentionally ignore the negative information against our established attitudes. For example, we may focus on reading the positive news about specific politicians we support or brands we love and not be aware of ignoring the negative information against them. This behavior can be explained by confirmation bias. Confirmation bias often occurs and could affect our purchase decisions. So, what is confirmation bias? How does it happen and what are its marketing implications? In this video, I will discuss these questions with you.