Bias number 25 is known as the confirmation bias. This is perhaps the most well-known cognitive bias, brought up in business circles as a justification for challenging cultural norms and the beliefs upon which they are based.

This bias demonstrates that human beings are inclined to search for, interpret, favour and recall information that confirms an already-existing belief, dismissing information that challenges their beliefs in the process. Reasons for the presence of confirmation bias may include wishful thinking, limited capacity for thinking and the avoidance of being wrong.

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Bias number 24 is known as compassion fade. This is a social cognitive bias that has a significant affect on people’s willingness to help others in need.

Compassion fade generally arises as the number of people in need rises. It could be seen as a way in which a person regulates and maintains the balance between the desire to be of service to others and the desire to manage emotional overwhelm.

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