#30: Context Effect

Bias number 30 is known as the context effect. This cognitive bias illustrates the ways in which a person’s environment affects perception of a stimulus such as an image, sound or object.

The context effect uses a top-down approach to analysing environmental information, meaning that people will base analysis on prior knowledge to make assessments on their experience of their surroundings. In essence, people are drawing on past experiences to infer conclusions about their present encounter with the stimulating object.

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