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Home→The Westburn Dictionary of Marketing→B→bias (1)

bias (1)

Definition:
In consumer INFORMATION PROCESSING, bias occurs as a result of preferential processing of information which confirms existing BELIEFS.

Cross-References:
[beliefs] [information processing]

Links:

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Graham K. Peaston and Michael J. Baker], [1998].