Confirmation Bias and the iPhone 5

http://thesocietypages.org/socimages/2012/09/14/cognitive-bias-and-the-iphone-5/

You might expect this from people who don’t have much knowledge of iPhones; they don’t have a clear basis for comparison, so whatever features seem neat, they assume are new. But even people holding their own iPhone 4 up for direct comparison perceive the “iPhone 5″ Kimmel hands them to be superior, noting a range of details — it’s lighter, faster, just clearly better. They think a new version of a gadget must be way more awesome than the previous version, and Apple has an aura of coolness that leads people to expect their new products should be extra amazing. Since people expect a new iPhone to be awesome, they notice, or invent, features that confirm that it is, indeed, awesome.