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Scientists Identify a New Glitch in Human Thinking
The newly coined "doubling-back aversion" highlights another reason why people stubbornly refuse to change tack, researchers say.
In a recent study, they provide evidence for a distinct but common kind of cognitive bias—one that makes us reluctant to take the easier path in life if it means retracing our steps. The researchers have named the bias the “doubling-back aversion.” In several experiments, they found that people often refuse to choose a more efficient solution or route if it requires them to double back on the progress already made. '” said lead author Kristine Cho, a behavioral marketing PhD student at UC Berkely’s Haas School of Business, in a statement to the Association for Psychological Science, publishers of the study.
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