Dr David Schudel forensic chemist at Keith Borer Consultants.
According to the Oxford English dictionary, “bias” has several meanings, including: “to influence, affect (often unduly and unfairly)”.
No one likes to think of themselves behaving unfairly, and no reputable expert would ever regard themselves as anything other than a neutral advisor in an otherwise partisan system. This is why conversation about “cognitive bias” can be difficult: despite cognitive bias being innate, unconscious and normal, the topic is still uncomfortable because no one wants to admit to being “biased” in any form, even if they can’t help it. So let’s try calling it “subconscious influences” and see if that makes the subject more palatable.
Subconscious influences were recognised a long time before the term “co...