Choice-supportive bias is a cognitive bias that compels individuals to justify their decisions, often by retroactively attributing positive qualities to chosen options and downplaying rejected ones. This fascinating aspect of human psychology helps us avoid cognitive dissonance—the mental discomfort arising from conflicting beliefs—and maintain a positive self-image. The bias shapes perceptions through memory distortion, causing people to recall their chosen option more favourably than it was and rejected options less favourably. It also leads to selective information gathering that supports previous choices. The provided sources detail the bias's widespread impact across various domains, including:•Consumer behaviour, where it drives post-purchase rationalisation and brand loyalty•Relationships, fostering idealised views of partners•Scientific inquiry, where it can lead researchers to irrationally defend choices in subject selection, data treatment, and theory determination, potentially affecting research integrity.We comprehensively cover the definition, psychological roots, widespread implications, and potential mitigation strategies of choice-supportive bias.In case you want to below isThe Entire Behavioural Science Reading List on Amazon

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