#69 Is Your Brain Making Unfair Decisions? Unmasking Association Bias at Work

Association bias is a cognitive bias where an individual's perception, thoughts, or actions are unduly influenced by an existing association, or link, between multiple cognitive elements (such as objects, ideas, or experiences).

In this week’s Cognitive Cleanup discover how the Association bias shapes our thinking, its impact on daily choices, and strategies to harness it for growth. Learn who is most susceptible to it, how to avoid becoming a victim, and how to benefit from the Association bias.

TABLE OF CONTENTS

1. The Association Bias

• ??Understanding
• ??Harmful Effects
• ??Susceptibility
• ??Avoiding
• ??Benefiting

2. Reinforce What You Learned

• ???Click through the Slideshow
• ???Glance Over the Poem? ’ A Little Rhyme to Rethink Your Mind’

3. Recommended Critical Thinking Books

4. Next Friday: #70 Illusion of Control?

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5. The Other 68 Cognitive Biases Covered On The Way to 200!

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1. THE ASSOCIATION BIAS ?

??Understanding | ??Harmful Effects | ??Susceptibility | ??Avoiding | ??Benefiting

??UNDERSTANDING THE ASSOCIATION BIAS??

Association bias refers to the tendency of individuals to connect concepts, ideas, or experiences in their mind that may logically or culturally coexist, which influences their decision-making and perception in a biased manner. This cognitive bias can affect beliefs and behaviors as people are more likely to favor or disfavor something based on its association with other positive or negative cues rather than its own merits. It occurs because the brain seeks patterns and connections to simplify processing, which can lead to systematic errors in thinking and judgement.

Going Deeper:

The roots of understanding associative biases can be traced back to the early studies of classical conditioning by Ivan Pavlov in the early 1900s, and operant conditioning by B.F. Skinner in the mid-20th century. These studies laid the groundwork for recognizing how associations between stimuli and responses can influence behavior.

However, the comprehensive study of associative biases as cognitive biases was significantly advanced by psychologists Daniel Kahneman and Amos Tversky in the 1970s. Their work on heuristics in decision-making processes, particularly in the context of uncertainty and under conditions of risk, highlighted how humans often rely on associative thinking. Their research introduced several biases related to association, such as the representativeness heuristic and availability heuristic, which are forms of cognitive shortcuts that often lead to biased judgments and decisions.

While Kahneman and Tversky did not coin the term "association bias" specifically, their research on cognitive biases heavily informed the understanding of how associations influence thought processes. The term itself might be used more generally to describe the effects of these and other related biases that arise from associative thinking.

Thus, the concept of association bias as understood today is a result of collective advancements in the field of psychology concerning how people link ideas and how these links influence their perceptions and actions.

Three examples of the Association bias:

1?? BRAND ASSOCIATION

Often, people associate certain brands with positive experiences or quality due to effective advertising or personal experiences.

For instance, someone might associate Apple products with innovation and quality, and therefore believe that all their products are superior, without considering each product's individual merits.

2?? CELEBRITY ENDORSEMENT

When a celebrity endorses a product, people often associate the product with the qualities of the celebrity, such as trustworthiness or desirability.

This can lead to increased sales of the product, regardless of its actual quality or value.

3?? GUILTY BY ASSOCIATION

This occurs when a person is judged based on the people or groups they are associated with rather than their own behavior.

For example, if someone is friends with known lawbreakers, others might assume they also have unlawful tendencies.

??HARMFUL EFFECTS OF THE ASSOCIATION BIAS

Association bias can be harmful because it often leads us to make decisions based on preconceived associations rather than objective evidence or personal experience. This type of bias can cloud our judgment, leading to less rational decisions and potentially unfair outcomes.

1?? MISJUDGMENT IN HIRING

Employers might rely on association bias when they prefer candidates from certain prestigious universities, assuming these candidates are always the best fit for the job.

This can lead to overlooking talented individuals who may not have had the same educational opportunities but could be equally or more competent.

2?? RACIAL PROFILING

Association bias can lead to racial profiling by law enforcement, where individuals of certain races are unfairly assumed to be more likely to commit crimes based on the actions of a few.

3?? HEALTHCARE DISPARITIES

Patients may receive different levels of care based on the association bias of healthcare providers.

For instance, studies have shown that certain demographic groups are often less aggressively treated for pain due to biases that underestimate their pain levels.

???MOST SUSCEPTIBLE: ARE YOU PRONE TO THE ASSOCIATION BIAS?

Association bias isn't exclusive to any one type of person; it's a widespread cognitive shortcut that can affect anyone. However, certain traits can make individuals more susceptible to this bias.

1?? LACK OF EXPOSURE TO DIVERSITY

People who have not been exposed to diverse cultures, ideas, or beliefs are often more prone to association bias.

This lack of exposure can make it difficult for them to assess situations or people without falling back on stereotypes or preconceived notions.

2?? STRONG IDEOLOGICAL BELIEFS

Individuals with rigid, strongly-held beliefs are more likely to experience association bias.

Their firm ideologies can act as filters that distort their perceptions, aligning new information with existing beliefs.

3?? HIGH RELIANCE ON INTUITION

People who heavily rely on their gut feelings or intuition might be more susceptible to association bias.

This reliance often bypasses rational analysis, leading to judgments based on instinctual associations rather than thoughtful consideration.

??WAYS TO AVOID THE HARMFUL EFFECTS OF THE ASSOCIATION BIAS

Avoiding association bias involves mindful practices and approaches to how we process information and make decisions. Here are some strategies to help mitigate this type of bias:

1?? SEEK DIVERSE EXPERIENCES

Actively seeking out and engaging with diverse cultures, ideas, and people can help break down preconceived notions and reduce reliance on stereotypes.?

By expanding your horizons, you're less likely to make decisions based purely on associations and more on informed perspectives.

2?? CRITICAL THINKING EXERCISES

Practicing critical thinking exercises that challenge your assumptions and require you to justify your beliefs with evidence can significantly reduce biases.?

This method involves questioning the validity of associations and testing them against reality.

3?? REGULAR REFLECTION AND SELF-ASSESSMENT

Regularly reflecting on your own decisions and thought processes can help identify and adjust for association biases.?

This could involve keeping a journal, seeking feedback from others, and contemplating the influences on your decision-making.

??Which of these strategies to counteract association bias—seeking diverse experiences, engaging in critical thinking exercises, or regular self-assessment—do you find most effective or challenging? Why?

??USE THE ASSOCIATION BIAS FOR GOOD

Using association bias ethically and responsibly is all about leveraging familiar connections to enhance understanding, motivation, and positive behaviors in others. This can be particularly effective within intimate circles such as family, friends, and coworkers.

1?? POSITIVE WORKPLACE CULTURE

By associating positive behaviors with specific, meaningful rewards within the workplace, you can reinforce these behaviors and improve overall workplace culture.

How To: Implement a recognition system where positive feedback from coworkers and clients is publicly acknowledged. Link these acknowledgments with small rewards, like gift cards or an extra day off. This creates a strong association between positive workplace behavior and tangible benefits.

2?? ENCOURAGING HEALTHY FAMILY HABITS

Associating healthy activities with enjoyable family time can improve lifestyle habits and strengthen family bonds.

How To: Plan regular family outings that involve physical activity, such as hiking, biking, or playing sports together. Combine these activities with other enjoyable events, like picnics or a favorite meal, to create positive associations with being active.

3?? BUILDING EDUCATIONAL CONNECTIONS

Linking educational achievements with personal interests and positive reinforcement can motivate friends or younger family members to engage more deeply with their studies.

How To: Identify a topic that the person is passionate about and find books, documentaries, or courses that align with that interest. Praise their efforts and achievements in these areas, perhaps with themed gifts related to their interests, to strengthen the association between learning and personal joy.

??Have you used association bias to foster positive changes at work, at home, or in your community? Which approach—enhancing workplace culture, promoting healthy family activities, or linking education with personal interests—have you found most effective, and how did you implement it?"

2. REINFORCE WHAT YOU LEARNED

???Click through the slideshow

???Glance Over the Poem

"A Little Rhyme to Rethink Your Mind"

When you meet someone new, or you’re choosing what to do,

Remember not all that glitters is gold,

Not every story is the one you've been told.

Think of your friend who loves to wear blue,

Does it mean they’re sad? That surely isn’t true!

Sometimes what we think, isn’t quite right,

So question your thoughts, use all your might.

To avoid this trap, here’s what you can try:

Meet new folks, let stereotypes fly by.

Ask questions, be curious, and explore,

You’ll find your mind opening more and more.

So next time you think, “This is how things are!”

Take a step back, and look from afar.

Challenge what’s given, and you’ll go far,

Breaking the bias, raising your star!

3. RECOMMENDED CRITICAL THINKING BOOKS

Don't have time to read a book, but want to apply its core concepts? Check out Idea Express to learn three (3) book derived concepts and how to apply them today:

YOU ARE NOW LESS DUMB

YOU ARE NOT SO SMART :

PREDICTABLY IRRATIONAL :

THE BLACK SWAN :

MISTAKES WERE MADE (BUT NOT BY ME) :

4. ???UP NEXT: #70 Illusion of Control

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5. COGNITIVE BIASES WE'VE COVERED (SO FAR)

#68 Pessimism Bias:

#67 Duration Neglect

#66 Alternative Blindness

#65 The Self-Fulfilling Prophecy

#64 The Forer Effect

#63 The Fallacy of the Single Cause

#62 The Spotlight Effect

#61 Mood-Congruent Memory Bias

#60 Primacy & Recency Effects Explained

#59 Attentional

#58 Money Illusion

#57 Money Illusion

#56 Availability Bias

#55 The Fading Affect Bias

#54 The Concreteness Effect Bias

#53 The Labeling Bias

#52 The Contagion Bias

#51 The Self-Handicapping Bias

#50 Observer-Expectancy Effect

#49 Default Effect Bias

#48 Impact Bias

#47 Impact Bias

#46 Cheerleader Effect

#45 Actor-Observer Effect Bias

#44 Einstellung Effect

#43 Valence Effect

#42 Restraint Bias

#41 Hedonic Treadmill Bias Uncovered

#40. Outgroup Homogeneity Bias

#39. Illusion of Explanatory Depth

#38. Change Bias

#37. Liking Bias

#36. Blind Spot Bias

#35. Illusory Correlation Bias

#34. Illusory Pattern Perception Bias

#33. Fear of Regret

#32. Aesthetic-Usability Effect

#31. Groupthink

#30. Déformation Professionnelle

#29. Temporal Discounting

#28. Winner’s Curse

#27. Halo Effect

#26. Ambiguity Effect

#25. Self-Serving Bias

#24. The Choice-Supportive Bias

#23. Ostrich Effect Bias

#22. False Analogy Bias

#21. Backfire Effect

#20. Cognitive Ease Bias

#19. Exponential Growth Bias

#18. Decoy Effect

#17. Peak End-Rule Bias

#16. Mere Ownership Effect

#15. Moral Credential Effect Bias

#14. Anchoring Effect

#13. Digital Amnesia

#12. Hard-Easy Effect

?#11. Gambler's Fallacy

#10. Overoptimism?Bias

#9. Will Rogers Paradox

#8. Reactance Bias

#7: Confirmation Bias

#6. Reciprocity Bias

#5. Sunk Cost Fallacy

#4. Social Proof Bias

#3. Clustering Illusion

#2. Swimmers Body Illusion

#1 Survivorship Bias