No. #27

Choice-Supportive Bias
- Affection for Chosen Options

Choice-supportive bias is the tendency to remember one's choices as better than they actually were, affecting how users perceive and interact with chosen products or features over time.

Read more on Wikipedia

Product example

After choosing a specific brand, users may overlook its shortcomings and exaggerate its benefits, compared to alternatives they did not choose.

Empathy tips


Awareness Campaigns

Raise awareness about this bias in decision-making processes.


User Reviews and Comparisons

Provide access to unbiased user reviews and feature comparisons.


Post-Decision Support

Offer support and information to users after they make a decision.


Continuous Improvement

Gather ongoing feedback to improve and validate the chosen options.

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Anna Lundqvist
UX Designer and AI Ethics Strategist guiding innovative product development and educational workshops
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Eddy Salzmann
Design lead and team culture enthusiast driving products and design processes
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Ola Möller
Founder of MethodKit who has a passion for organisations and seeing the big picture
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