Confirmation bias is a term used by psychologist Peter Wason to refer to people’s propensity to look for, favor, and remember information that supports their decisions and beliefs. People “usually see what they look for, and hear what they listen for,” as the author Harper Lee put it,
When a customer decides to purchase anything, for instance, they are more receptive to information that shows their choice was high quality, nutritious, economical, or ecologically friendly. Communications that help customers feel like they made the proper decision are well-received and more likely to stick in their minds.