Confirmation bias is the tendency to seek or interpret information in ways that favor existing beliefs or expectations. Evidence that feels confirming may provide only a weak test. Assessing alternative explanations helps distinguish informative evidence from information that merely fits a preferred account.
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Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.