Misc
50 Cognitive Biases in the Modern World
50 Cognitive Biases in the Modern World
Cognitive biases are widely accepted as something that makes us human.
Every day, systematic errors in our thought process impact the way we live and work. But in a world where everything we do is changing rapidly—from the way we store information to the way we watch TV—what really classifies as rational thinking?
It’s a question with no right or wrong answer, but to help us decide for ourselves, today’s infographic from TitleMax lists 50 cognitive biases that we may want to become privy to.
In the name of self-awareness, here’s a closer look at three recently discovered biases that we are most prone to exhibiting in the modern world.
Automation Bias
AI-infused applications are becoming incredibly good at “personalizing” our content, but will there come a time when we let algorithms make all of our decisions?
Automation bias refers to the tendency to favor the suggestions of automated systems.
Take Netflix, for example. Everything we see on the platform is the result of algorithms—even the preview images that are generated. Then, to harness the power of data and machine learning, Netflix categorizes its content into tens of thousands of micro-genres. Pairing these genre tags with a viewer’s history allows them to assign several of over 2,000 “taste profiles” to each user.
And while there’s nothing wrong with allowing Netflix to guide what we watch, there’s an enormous sea of content standing by. Estimates from 2015 claimed it would take nearly four years to watch all of Netflix’s content. Thousands more hours of content have since been added.
If we want to counter this cognitive bias, finding a new favorite series on platforms like Netflix may require some good old-fashioned human curiosity.
The Google Effect
Also known as “digital amnesia”, the aptly named Google Effect describes our tendency to forget information that can be easily accessed online.
First described in 2011 by Betsy Sparrow (Columbia University) and her colleagues, their paper described the results of several memory experiments involving technology.
In one experiment, participants typed trivia statements into a computer and were later asked to recall them. Half believed the statements were saved, and half believed the statements were erased. The results were significant: participants who assumed they could look up their statements did not make much effort to remember them.
Because search engines are continually available to us, we may often be in a state of not feeling we need to encode the information internally. When we need it, we will look it up.
– Sparrow B, et al. Science 333, 777 (2011)
Our modern brains appear to be re-prioritizing the information we hold onto. Notably, the study doesn’t suggest we’re becoming less intelligent—our ability to learn offline remains the same.
The IKEA Effect
Identified in 2011 by Michael Norton (Harvard Business School) and his colleagues, this cognitive bias refers to our tendency to attach a higher value to things we help create.
Combining the Ikea Effect with other related traits, such as our willingness to pay a premium for customization, is a strategy employed by companies seeking to increase the intrinsic value that we attach to their products.
For instance, American retailer Build-A-Bear Workshop is anchored around creating a highly interactive customer experience. With the help of staff, children (or adults) can assemble their stuffed animals from scratch, then add clothing and accessories at extra cost.
Nike also incorporates this bias into its offering. The footwear company offers a Nike By You line of customizable products, where customers pay a premium to design bespoke shoes with an extensive online configurator.
While there’s nothing necessarily wrong with our susceptibility to the Ikea Effect, understanding its significance may help us make more appropriate decisions as consumers.
What Can We Do?
As we navigate an increasingly complex world, it’s natural for us to unconsciously adopt new patterns of behavior.
Becoming aware of our cognitive biases, and their implications, can help us stay on the right course.
History
Visualized: The 4 Billion Year Path of Human Evolution
From single cells to bipedalism, humans have come a long way. Explore the fascinating journey of human evolution in this infographic.

The 4 Billion Year Path of Human Evolution
The story of human evolution is a fascinating one, stretching back in an unbroken chain over millions of years.
From the tiniest protocells to modern humans, our species has undergone a remarkable journey of adaptation, innovation, and survival.
In this article, we take a look at the key developmental stages in the evolution of life on Earth that led to the emergence of Homo sapiens—us!
From Protocells to People
Evolution is the result of millions of minute mutations over millions of years, but the evolutionary process that created us can bucketed into a few key categories.
1. Protocells and Early Microorganisms
The first life forms on Earth were simple, single-celled microorganisms known as protocells. These precursor cells lacked a nucleus or other membrane-bound organelles, and they had simple genetic proteins called RNA.
Over time, RNA complexified into the more stable DNA. Protocells slowly developed specialized organelles, becoming more complex microbes that would eventually form eukaryotes – the complex, unicellular organisms that would birth a diverse array of life forms, from simple sponges to complex animals.
2. The First Animals
Dickinsonia is the earliest example of an animal we know of. Though it was a simple, flat creature that lacked a mouth or digestive system, it symbolizes the first multicellular organism of substantial complexity.
Over time, the first sophisticated organ systems began to arise. Bilateral symmetry emerged, as well as early versions of the nervous and circulatory systems. Simple eyes, called eyespots, also appeared around the time that spinal cords and vertebrate creatures began to emerge.
3. Fish and Tetrapods
One of the most significant developments in the evolution of life was the transition from marine to terrestrial environments.
Up until 500 million years ago, all life was sequestered in the sea. Fish were the first vertebrates and introduced additional organs like stomachs, spleens, and body components like scales, teeth, blood, and more. Bony fish arose, and over time their development brought about sophisticated changes to the skeletal system, eventually producing “proto-limbs” that would enable organisms to walk on land.
Researchers are still unsure which specific organism might have first crawled on land, but candidates share these pre-limb characteristics. Tiktaalik is one popular candidate because it had specialized bones that suggest it could support its own weight while moving out of shallow waters.
These creatures eventually became the tetrapods (“four-footed”), and they had features like four-legs, a backbone, and lungs which could absorb oxygen from air. All the amphibians, reptiles, birds, and mammals that followed are descendants of the original tetrapods.
4. The First Mammals
Around 200 million years ago, the first mammals emerged. These early mammals were small, shrew-like creatures that lived alongside the dinosaurs. Over time, however, mammals evolved hair, specialized teeth, sweat glands to regulate body temperature, and a more efficient circulatory system.
Mammals also brought about features like nocturnality, mammary glands, external genitalia, and a variety of other features that distinguished them from other living species at the time, like birds or reptiles.
5. The Great Apes and First Homo Species
Around 7 million years ago, the first great apes emerged in Africa. These apes, such as orangutans, gorillas, and chimpanzees, were highly intelligent and social creatures that lived in complex communities. Over time, one lineage of apes would give rise to the first members of the genus Homo, which includes our own species.
The main developmental changes during this time were the full-time bipedalism of apes, increasing brain size, and advanced bone development that enabled dexterity for tool construction and hunting. Inventions like fire and clothing arose early in the Homo genus, and eventually complex language, hair loss, and dramatic facial changes would evolve.
Researchers struggle with resolving the exact progression of the Homo species. Many Homo species existed at the same time, and since many fossil records overlap, resolving which ones came first is an area of intense focus.
The Future of Human Evolution
As humans continue to evolve, we can expect to see significant changes in our physical and cognitive abilities over the next 10,000 years.
With the rise of technology and the increasing interconnectedness of the world, we may see a shift towards a more globalized and homogeneous human population, with less genetic diversity.
This has been described as “The Great Averaging”, where genetic diversity minimizes and we start to become more alike.
Other theories suggest that we might develop features like a taller, lighter build, with smaller brains and a less aggressive personality.
However, as with all evolution, these changes will be shaped by a complex interplay of genetic, environmental, and cultural factors. It is impossible to predict exactly how humans will evolve over the next 10,000 years, but one thing is certain: the future of human evolution will be shaped by the choices we make today.
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