 Confirmation bias is the tendency to seek out information in a way that supports our existing beliefs, while also rejecting any information that contradicts those beliefs. Confirmation bias is often unintentional but still results in skewed results and poor decision-making. The halo effect refers to situations whereby our general impression about a person, a brand, or a product is shaped by a single trait. It happens, for instance, when we automatically make positive assumptions about people based on something positive we notice, while in reality we know little about them.