Salience Bias

Salience Bias is where individuals tend to focus on items that are more prominent or emotionally striking and ignore those that are unremarkable, even though this difference is often irrelevant by objective standards. Salience bias is closely related to the concept of availability in behavioral economics.

One useful counter-measure is to ask: How have I properly assessed the relative merits between options rationally? What are the downsides of this thing I’m considering, despite how attractive it is?

For a full list of the most common biases, click here.