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Confirmation Bias
We have a tendency to interpret (or seek out) information that is consistent with our beliefs.
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Similar psychology:
Likely impacts:
Last updated: 03/11/2026
How to utilise this in your designs
When someone picks the option you'd like them to choose, e.g., a subscription, you could add a short subtitle praising the decision, confirming they made the right call.
Example from
Shop
Before the paywall, try matching testimonials to the diet someone has told you about, so the proof agrees with what they already believe will work for them.
Example from
Cherrypick
One option is to show a badge when an item has fewer returns than average in its category, giving shoppers evidence that confirms their choice before they buy.
Example from
Amazon
Possible impacts
Content that agrees with what users already believe may hold their attention for longer, as confirmation bias leads people to seek out information that supports their views.
Praising a choice users have just made, e.g., a plan they picked, could leave them feeling happier with the decision, as it backs up what they already wanted to believe.
Written by Peter Ramsey
Published: