What type of bias involves the tendency to favor information that confirms existing beliefs?

The bias that involves the tendency to favor information that confirms existing beliefs is known as confirmation bias. This cognitive bias leads individuals to seek out, interpret, and remember information in a way that supports their preexisting views. For instance, if someone believes a certain theory is true, they might only concentrate on data or research that reinforces that belief, disregarding evidence that might contradict it.

Confirmation bias is particularly significant in fields like UX design, as it can shape the decisions designers make based on their assumptions rather than user research or feedback, potentially leading to skewed results and ineffective designs. Understanding this bias is crucial for designers to ensure they conduct thorough and objective research, allowing them to create user-centered designs that effectively meet the needs of a diverse user base.

The other options, while they describe different types of biases or effects in research, do not specifically relate to the tendency to favor confirming evidence over conflicting information. For example, social desirability bias refers to the preference to answer questions in a manner that will be viewed favorably by others, while the Hawthorne effect involves changes in behavior when individuals know they are being observed. Friendliness bias might suggest favoring friendly interactions but does not pertain to belief confirmation like confirmation bias does.