18.12.2012 Views

Proceedings

Proceedings

Proceedings

SHOW MORE
SHOW LESS

You also want an ePaper? Increase the reach of your titles

YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.

Cognitive<br />

biases<br />

(Moderate)<br />

3. COGNITIVE BIASES<br />

Figure 1. Two axis behaviour model<br />

Moderate and<br />

adapt<br />

Moderate<br />

High level of wealth (Adapt)<br />

(Source: Pompian, 2006:45)<br />

A cognitive bias is a term used to describe many distortions in the human mind that<br />

lead to perceptual distortion or inaccurate judgment. They occur because they lead to<br />

more effective actions in given contexts or enable faster decisions when faster<br />

decisions are of greater value or could result from a lack of appropriate mental<br />

mechanisms, or from the misapplication of a mechanism that is adaptive under<br />

different circumstances<br />

A large amount of cognitive biases are mentioned in the literature. Our study will<br />

focus on 13 of them, listed and described below:<br />

� Overconfidence bias<br />

� Anchoring bias<br />

� Illusion of control<br />

� Framing bias<br />

� Conservatism bias<br />

� Hindsight bias<br />

� Cognitive dissonance bias<br />

� Recency bias<br />

� Representativeness bias<br />

� Availability bias<br />

� Mental accounting bias<br />

� Confirmation bias<br />

� Self-attribution bias<br />

~ 837 ~<br />

Adapt<br />

Moderate and<br />

adapt<br />

Low level of wealth (moderate)<br />

Emotional<br />

biases<br />

(Adapt)

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!