Incentive Bias

We can distort our thinking when it is in our own interest to do so.

Highly responsive to incentives, humans have perhaps the most varied and hardest to understand set of incentives in the animal kingdom. This causes us to distort our thinking when it is in our own interest to do so. A wonderful example is a salesman truly believing that his product will improve the lives of its users. It’s not merely convenient that he sells the product; the fact of his selling the product causes a very real bias in his own thinking.

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