Confirmation bias is the tendency of individuals to pay attention to or believe information that confirms the personal values and beliefs they already hold, rather than allowing their beliefs to be changed by new information.
It’s a powerful force that many researchers have suggested plays a key role in the persistence of phenomena such as climate doubt. With an overwhelming abundance of evidence pointing to the existence of anthropogenic climate change, for instance, many scientists have questioned why skepticism continues to be pervasive in society. Sociologists have suggested that the reason has to do with the fact that it’s difficult to change an individual’s worldview simply by presenting new information. Confirmation bias, rather, leads people to seek out evidence — however small or poorly supported — that supports their existing personal beliefs.