In the Bubble: How Brands Create a Confirmation Bias Comfort Zone

Shah Mohammed
11 min readSep 15, 2023

You’re scrolling through your favourite social media feed, and suddenly, you stumble upon an advertisement that seems tailor-made for you. It’s promoting a product you’ve had your eye on for a while. The ad claims it’s a game-changer, exactly what you need. As you click through to explore further, you can’t help but feel a sense of validation. It’s as though the universe is affirming your choice.

This isn’t just coincidence — it’s the art of Confirmation Bias in action, a cognitive quirk that influences the way we perceive information. In a world flooded with marketing messages and product options, our minds have a natural tendency to seek out and favour information that confirms what we already believe. It’s a powerful force, one that brands astutely harness to shape our consumer decisions.

Understanding Confirmation Bias

Confirmation bias is a cognitive bias that refers to the tendency of individuals to seek, interpret, and remember information in a way that confirms their preconceptions or existing beliefs while avoiding or discounting information that contradicts those beliefs. In essence, people have a natural inclination to favour information that aligns with their existing views and to dismiss or downplay information that challenges them.

Confirmation bias is rooted in several psychological processes:

  1. Cognitive Ease: Processing information that confirms our beliefs is often easier and more mentally comfortable. It requires less effort to accept information that aligns with our existing mental models. This ease of processing leads to a preference for confirming information.
  2. Belief Perseverance: Once a belief is formed, individuals tend to hold onto it even when presented with contrary evidence. This persistence can lead people to selectively search for and interpret information that supports their beliefs.
  3. Filtering Information: People unconsciously filter the information they encounter, giving more attention to sources or content that confirm their existing views while ignoring or discounting those that challenge them.
  4. Self-Image: Beliefs are often intertwined with a person’s self-identity. When faced with information that contradicts their beliefs, individuals may experience cognitive dissonance — a discomforting mental state. To maintain a consistent self-image, they may reject conflicting information.
  5. Social Influence: Social factors can also reinforce confirmation bias. People may surround themselves with like-minded individuals, consume media aligned with their beliefs, and avoid dissenting viewpoints, further limiting exposure to contradictory information.
  6. Memory Biases: Confirmation bias also affects memory. People tend to remember information that supports their beliefs more readily than information that challenges them. This selective memory reinforces existing beliefs over time.

Overall, confirmation bias is a natural cognitive shortcut that can serve as a defense mechanism to protect existing beliefs and reduce cognitive dissonance. However, it can also hinder critical thinking, decision-making, and the pursuit of objective truth when individuals fail to consider diverse perspectives and contradictory evidence. Understanding this bias is crucial for making more informed and rational decisions in various aspects of life, including consumer choices.

Examples of confirmation bias

  • A person who believes that climate change is not caused by human activity may ignore or reject scientific evidence that supports the idea that it is caused by human activity.
  • Political supporters may only read news sources that align with their views, ignoring sources that present opposing viewpoints.
  • A person who believes that a certain stock will go up may only focus on positive news about that stock and ignore negative news.
  • People may be more likely to focus on evidence that confirms their belief about their partner’s love and affection while ignoring or discounting information that contradicts their belief.
  • Individuals may be more likely to seek information that supports their belief about a particular diet or exercise regime and less likely to consider alternative options.
  • People may be more likely to seek out information that supports their belief about a particular product, such as a smartphone, and may ignore or discount information that contradicts their belief.
  • People may be more likely to seek information that confirms their self-identity, such as their beliefs about their personality, abilities, or values, and may ignore or discount information that contradicts their self-identity.

How do Brands Leverage Confirmation Bias?

Brands leverage consumers’ confirmation bias through various strategies and tactics designed to reinforce existing beliefs and encourage brand loyalty. Here are some ways in which brands leverage confirmation bias:

Selective Information Sharing: Brands often share information and content that align with consumers’ existing beliefs or preferences. For example, a company promoting eco-friendly products may highlight its sustainability initiatives to appeal to environmentally conscious consumers.

Personalization: Personalized marketing messages and product recommendations cater to consumers’ known preferences. By showing products or content that align with what customers have previously shown interest in, brands reinforce the belief that they understand and cater to individual needs.

Customer Reviews and Testimonials: Brands encourage customers to share positive reviews and testimonials. When consumers see feedback from others who had a positive experience with the brand or product, it confirms their belief that it’s a good choice. Brands often curate and prominently display such reviews.

Social Proof: Brands showcase social proof in the form of user-generated content, social media likes and shares, or endorsements from influencers or celebrities. When consumers witness others endorsing a brand, it reinforces their positive perception of it.

Consistent Brand Messaging: Brands maintain consistent messaging and values that resonate with their target audience. By consistently reinforcing a particular image or set of values, they appeal to consumers who share those values and beliefs.

Community Building: Brands foster communities around shared interests or beliefs. By creating spaces where consumers can interact with like-minded individuals, brands create an environment that reinforces consumers’ confirmation bias. For example, fitness brands often create communities of fitness enthusiasts.

Content Curation: Brands carefully curate content, including articles, blog posts, and videos, that align with consumers’ interests and beliefs. By presenting content that confirms what consumers already think or feel, brands strengthen their connection with their audience.

Loyalty Programs: Brands offer loyalty programs that reward repeat purchases. This reinforces the confirmation bias that consumers are making wise choices by repeatedly choosing the brand.

Targeted Advertising: Brands use data-driven advertising to target specific demographics and segments of their audience. By tailoring ads to individual preferences and beliefs, brands can increase the likelihood of resonating with consumers.

Emotional Appeals: Brands often use emotional advertising that aligns with consumers’ values and beliefs. For example, an ethical fashion brand may use emotional appeals to attract consumers who value sustainability.

Influencer Marketing: Brands collaborate with influencers who share the same values or interests as their target audience. Influencers can validate and reinforce consumers’ beliefs by endorsing the brand or product.

By understanding consumers’ confirmation bias and aligning their strategies with it, brands can create a sense of validation and belonging for consumers. This can lead to increased brand loyalty, trust and a higher likelihood of repeat purchases. However, brands should also be mindful of ethical considerations and ensure that their tactics are transparent and respectful of consumers’ autonomy.

A Few Examples

Financial Advertising

A consumer who aspires to be successful and financially secure may see an advertisement for a financial product featuring a successful businessperson. The advertisement may confirm the consumer’s belief that financial products can help them attain financial success. This confirmation bias may lead the consumer to believe that the specific financial product being advertised is the best choice for them and to seek out information that supports this belief while disregarding information that contradicts it.


Skincare brands often leverage customers’ beliefs and values to market their products effectively. Customers often strongly believe in looking good and maintaining a youthful appearance. Skin Care brands show a youthful model with radiant skin in their advertisements to confirm the consumers’ beliefs.

Many customers have beliefs about the importance of using natural and organic products, especially when it comes to skincare. Brands leverage these beliefs by highlighting natural or organic ingredients in their products, such as plant-based extracts or essential oils, and emphasizing the gentler, more natural approach to skincare.

Some customers may hold beliefs about the importance of using scientifically proven products that have been rigorously tested. Skincare brands leverage these beliefs by emphasizing the scientific research and clinical studies that support the effectiveness of their products.

Customers often have beliefs about the lifestyle they want to lead, such as being active, busy, or well-travelled. In their advertisements, skincare brands show a model with clear, radiant skin dressed professionally and a busy, on-the-go lifestyle. By presenting this image, the advertiser tries to create a connection with the target audience and suggests that using the product will help them attain similar results.


Harley-Davidson is a prime example of a brand that has effectively used confirmation bias to influence customer decisions. The strategies employed by Harley-Davidson to leverage confirmation bias include:

Lifestyle Branding: Harley-Davidson has positioned itself as more than just a motorcycle manufacturer; it’s a lifestyle brand. The company has cultivated an image of freedom, rebellion, and adventure associated with motorcycle riding. By portraying Harley riders as individuals who live life on their terms, the brand attracts consumers who identify with this lifestyle.

Harley-Davidson effectively taps into confirmation bias by offering a brand and product that confirms the identity and values of its target audience. Customers who aspire to this lifestyle feel validated in their choice of Harley-Davidson motorcycles.

Community Building: Harley-Davidson has nurtured a strong sense of community among its customers. They host events, rallies, and gatherings that allow riders to connect and share their passion for the brand. By fostering this sense of belonging, the brand reinforces the belief that Harley riders are part of an exclusive club.

Community building is a powerful confirmation bias strategy because it makes customers feel like they belong to a group that shares their values and interests. This fosters a sense of identity and validates their choice of Harley-Davidson.

Consistent Brand Messaging: Harley-Davidson maintains a consistent brand message that revolves around themes of individuality, freedom, and the open road. This messaging is present in their advertising, merchandise, and even in the design of their motorcycles. The brand continuously reinforces these values.

By consistently delivering a message that aligns with the beliefs and aspirations of its target audience, Harley-Davidson deepens the confirmation bias. Customers who are drawn to these values are more likely to see their choice of the brand as a confirmation of their identity.

Iconic Brand Imagery: Harley-Davidson has iconic brand imagery, including the distinctive V-twin engines, the Bar and Shield logo, and the unique design of their motorcycles. These visual elements become symbols of the Harley lifestyle.

The brand’s iconic imagery serves as a confirmation bias trigger. Customers who appreciate the aesthetics and design of Harley-Davidson motorcycles feel validated in their choice because they align with the visual identity that represents their lifestyle.

Customer Testimonials and Stories: Harley-Davidson frequently showcases customer testimonials and stories of riders who have had transformative experiences with their motorcycles. These stories affirm the belief that Harley-Davidson motorcycles can be life-changing and provide a sense of fulfilment.

Customer testimonials and stories provide social proof that reinforces confirmation bias. Potential customers see real people who have made a choice (Harley-Davidson) and have had positive outcomes, which validates their consideration of the brand.

In summary, Harley-Davidson has mastered the art of leveraging confirmation bias by creating a lifestyle brand that aligns with the values, aspirations, and identity of its target audience. Through community building, consistent messaging, iconic imagery, and social proof, the brand has successfully confirmed the beliefs of its customers, influencing their decisions to choose Harley-Davidson motorcycles.


Patagonia has positioned itself as a brand committed to environmental responsibility and ethical practices. They actively promote sustainability, fair labour practices, and corporate responsibility. By aligning with these values, Patagonia attracts consumers who share these beliefs and feel that choosing Patagonia confirms their commitment to a better world.

Patagonia effectively taps into confirmation bias by appealing to consumers who prioritize sustainability and ethical consumption. The brand not only aligns with their values but also reinforces the belief that their choices are responsible and environmentally conscious.


Chick-fil-A is a brand that has effectively used confirmation bias to influence customer decisions.

Chick-fil-A has built a reputation for values-based marketing, emphasizing principles such as family, faith, and community. The brand often communicates its commitment to these values through advertising and messaging.

Chick-fil-A taps into confirmation bias by aligning with the values and beliefs of its target audience. Customers who share these values feel that their choice of Chick-fil-A reinforces their personal and cultural values.

Chick-fil-A maintains a consistent brand message centered on themes of family, hospitality, and quality. Their advertising, packaging, and customer interactions consistently reinforce these values.

Consistent messaging is a powerful confirmation bias strategy because it deepens the belief that choosing Chick-fil-A aligns with the customer’s values and preferences.

Whole Foods Market

Whole Foods Market has positioned itself as a destination for health-conscious and environmentally aware consumers. The store layout, product selection, and messaging reinforce the belief that shopping there aligns with customers’ values and health goals.

Whole Foods effectively taps into confirmation bias by offering an environment and products that validate consumers’ beliefs about the importance of organic, sustainable, and healthy choices.

Whole Foods is transparent about its sourcing practices, emphasizing organic and locally sourced products. They provide information about product origins and sustainability efforts, reinforcing the belief that customers are making informed, ethical choices.

Transparency is a confirmation bias strategy because it provides consumers with information that confirms the ethical and responsible nature of their choice. Whole Foods’ openness validates customers’ decisions to support the brand.

Some of the Common Marketing slogans that Leverage Confirmation Bias

The phrase “German Engineered” is often used by brands in their advertisements to tap into the cultural belief that products made in Germany are high-precision, reliable, and innovative. By using this phrase, brands can leverage this cultural belief to create a strong and appealing image in the minds of consumers. The same thing applies to the phrase “Japanese Quality.”

“Swiss Made” is used to promote products manufactured in Switzerland and emphasize their precision, quality and reliability.

“Designed in California” — used to promote products designed in California and to emphasize the creativity, innovation and style associated with the state.

“Made in India” is used to promote products assembled or made in India and emphasize patriotism.

“Italian Style” — used to promote products designed in Italy and to emphasize the elegance, sophistication, and fashion-forwardness that are associated with Italian design.

“British Quality” — used to promote products made in Britain and emphasize the durability, reliability and attention to detail associated with British manufacturing.

Cliches — Brands often use cliches in their advertisements to tap into common cultural beliefs and attitudes, thereby leveraging confirmation bias in their customers. A cliche is a phrase or idea that has become so overused that it has lost its original meaning and become a stereotype. In advertising, cliches can quickly convey a message or idea to the target audience, as they are easily recognizable and have a strong cultural association.

For example, a brand may use the cliche “the perfect cup of coffee” to promote its coffee products. This cliche taps into the belief that coffee is a staple of a good morning and that the perfect cup of coffee is essential to starting the day right. By using this cliche, the brand can leverage confirmation bias by appealing to the customer’s beliefs and values and their desire for a good cup of coffee. Another example of how brands use cliches to leverage confirmation bias is through “family-friendly” advertisements. Brands may use cliches such as “mom-approved” or “perfect for families” to tap into the cultural belief that families should prioritize health, safety, and quality when making purchasing decisions. The brand can leverage the customer’s confirmation bias and appeal to their beliefs and values by doing so.

In conclusion, confirmation bias is crucial in how brands market their products and create advertisements. By tapping into their target audience’s preexisting beliefs and values, brands can create messaging that resonates with consumers and effectively promotes their products. From highlighting cultural and environmental beliefs to targeting self-identity, brands have leveraged confirmation bias in various ways to create successful marketing campaigns.