Have you ever wondered why some marketing campaigns fail, even when they seem perfectly reasonable? The culprit could be congruence bias, a psychological trap that ensnares even the brightest marketers. It leads them to reinforce their beliefs rather than discover what drives results. In this article, we’ll explore congruence bias, how it subtly influences consumer choices, and how marketers can recognise, harness, or sidestep it. What Is Congruence Bias? Congruence bias refers to our natural inclination to test and interpret data in a way that supports our initial beliefs, without
