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Related Concept Videos

Naturalistic Observations02:30

Naturalistic Observations

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If you want to understand how behavior occurs, one of the best ways to gain information is to simply observe the behavior in its natural context. However, people might change their behavior in unexpected ways if they know they are being observed. How do researchers obtain accurate information when people tend to hide their natural behavior? As an example, imagine that your professor asks everyone in your class to raise their hand if they always wash their hands after using the restroom. Chances...
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Bias refers to any tendency that prevents a question from being considered unprejudiced. In research, bias occurs when one outcome or answer is selected or encouraged over others in sampling or testing. Bias can occur during any research phase, including study design, data collection, analysis, and publication.
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Hindsight bias leads you to believe that the event you just experienced was predictable, even though it really wasn’t. In other words, you knew all along that things would turn out the way they did. Can you relate this to the phrase "Hindsight is 20/20" now? 
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Cognitive bias results from limitations in thinking and information processing, leading to systematic errors in judgment. Conversely, motivational bias stems from personal desires or emotions, causing distortions in perception to align with self-interest. Motivational bias influences how individuals perceive and attribute causes to events, often shaped by personal needs, goals, and self-esteem preservation. This bias can distort judgment, leading to inaccurate assessments of success, failure,...
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Self-Serving Bias01:29

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Self-serving bias is a cognitive phenomenon in which individuals attribute positive outcomes to internal factors such as their abilities, intelligence, or effort while attributing negative outcomes to external circumstances. This cognitive distortion helps maintain self-esteem but can also impede objective self-assessment.Theoretical Explanations of Self-Serving BiasTwo primary theories explain the self-serving bias: the cognitive explanation and the motivational explanation.The cognitive...
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Unrealistic Optimism Bias01:30

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Unrealistic optimism bias is the tendency to overestimate the likelihood of positive outcomes. This cognitive bias makes individuals believe they are less likely to experience failures, setbacks, or risks and more likely to succeed than others. For example, people may assume they are less prone to health issues, accidents, or financial struggles than their peers, even when they share similar risk factors.One key component of this bias is the above-average effect, where individuals perceive...
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The naturalness bias.

Brian P Meier1, Amanda J Dillard2, Courtney M Lappas3

  • 1Gettysburg College, Department of Psychology, Gettysburg, PA, USA.

Current Opinion in Psychology
|October 2, 2025
PubMed
Summary
This summary is machine-generated.

People often believe "natural" is better, even for health choices, sometimes preferring less safe natural options over effective synthetic ones. This naturalness bias may link to science skepticism, impacting health decisions.

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Area of Science:

  • Psychology
  • Behavioral Science
  • Consumer Behavior

Background:

  • The 'natural-is-better' belief leads individuals to perceive natural items as superior to synthetic or human-made alternatives.
  • This bias extends to various domains, including pharmaceuticals, food, and even personal attributes, with potential implications for health and medical choices.
  • The naturalness bias may be exacerbated by current socio-political trends, potentially increasing its prevalence.

Purpose of the Study:

  • To explore the 'naturalness bias,' the tendency to prefer natural over synthetic or human-made items.
  • To investigate the problematic implications of this bias, particularly in health and medical decision-making.
  • To examine the relationship between the naturalness bias and science skepticism.

Main Methods:

  • Literature review and synthesis of existing research on the naturalness bias.
  • Analysis of psychological factors influencing preferences for natural versus synthetic products.
  • Exploration of the potential link between naturalness bias and skepticism towards science.

Main Results:

  • Individuals exhibit a strong preference for natural items, sometimes even when synthetic counterparts are objectively safer or more effective.
  • The naturalness bias can lead to suboptimal health decisions, such as choosing unproven natural remedies over evidence-based medical treatments.
  • A potential correlation exists between a stronger naturalness bias and higher levels of science skepticism.

Conclusions:

  • The naturalness bias is a significant cognitive tendency with potentially detrimental effects on health behaviors.
  • Understanding the interplay between naturalness bias and science skepticism is crucial for developing strategies to mitigate this bias.
  • Further research is needed to explore the mechanisms underlying this bias and to inform public health messaging.