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Re: Safeguards Against Expectation Biases Aren't Needed

> It would appear that the need for safeguards against expectation
> biases isn't actually required. My expectation biases definitely
> didn't prevent me from hearing the differences I expected due to
> my biases not to hear.

That is a misreading of the complex number of ways that bias can creep into an evaluation. A portion of our brain's processing always takes place at a subconscious level that we are not aware of. (If we were aware, it'd be "conscious" by definition, not "sub.")

If nothing else, that is why such great effort goes into the visual design of products and packaging. A great design can positvely influence us in ways we don't even notice at the conscious level. Likewise, it is also a mistake to think everyone's subconscious reactions and bias are the same. If nothing else, that makes the subconscious influence an unpredictable factor. It is always useful to have a tool available that can eliminate or reduce at least some of the wild card variables.

Don't take this as a comment that I think sighted evaluations are of no value. To the contrary they are quite useful. However, it is a mistake to throw away a perfectly useful tool that can add to your knowledge.


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  • Re: Safeguards Against Expectation Biases Aren't Needed - mls-stl 16:22:17 05/18/06 (0)


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