A quantum-like cognitive approach to modeling human biased selection behavior

Cognitive biases of the human mind significantly influence the human decision-making process. However, they are often neglected in modeling selection behaviors and hence deemed irrational. Here, we introduce a cognitive quantum-like approach for modeling human biases by simulating society as a quantum system and using a Quantum-like Bayesian network (QBN) structure. More specifically, we take inspiration from the electric field to improve our recent entangled QBN approach to model the initial bias due to unequal probabilities in parent nodes. Entangled QBN structure is particularly suitable for modeling bias behavior due to changing the state of systems with each observation and considering every decision-maker an integral part of society rather than an isolated agent. Hence, biases caused by emotions between agents or past personal experiences are also modeled by the social entanglement concept motivated by entanglement in quantum physics. In this regard, we propose a bias potential function and a new quantum-like entanglement witness in Hilbert space to introduce a biased variant of the entangled QBN (BEQBN) model based on quantum probability. The predictive BEQBN is evaluated on two well-known empirical tasks. Results indicate the superiority of the BEQBN by achieving the first rank compared to classical BN and six QBN approaches and presenting more realistic predictions of human behaviors.