Distinction bias is a cognitive bias that leads individuals to perceive differences between options more distinctly when evaluating them simultaneously compared to when they evaluate them separately. This bias can cause over-examination and an overvaluation of minor differences, leading to potentially poor decision-making.
For example, when shopping for televisions, a consumer may perceive a significant quality difference between two similar models presented side-by-side, leading them to choose the more expensive option. However, if they were to evaluate each television in isolation, the quality difference would be negligible, and they might have opted for the cheaper model.
To overcome distinction bias, it's advisable to evaluate options individually instead of comparing them directly. This approach helps in making a more accurate assessment of each option's value and leads to better decision-making.