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Distinction bias

Description

The tendency to view two options as more dissimilar when evaluating them simultaneously than when evaluating them separately.

Distinction bias in business decision

When comparing two software packages side-by-side, a manager might overemphasize minor differences in features, whereas if evaluated independently, both might be deemed suitable.

Distinction bias in personal life decision

When choosing a new phone, comparing two similar models side by side makes their differences seem more significant than if you considered them separately.