What is the Distinction Bias?

Have you ever wondered why websites and companies post side-by-side comparisons of competitive products? The reason is a minds bias or a cognitive bias that affects all of our thinking. You see, our minds tend to enhance differences between two things when comparing them together, rather than evaluating them separately.

Comparison charts and pros and cons list are some types of content that capitalise on the distinction bias. If a company is launching a newer version of an old product, say a new mobile phone model, it would be beneficial to contrast it with the previous model to highlight the differences that the customer typically would overlook unless pointed out explicitly.

In contrast, for a company selling two similar products at different price points, it is a smart idea not to place them close enough for comparison. The distinction bias can be used effectively in marketing to influence buyer decision making.