Which cognitive bias does Sato examine in his research?

The cognitive bias explored in Sato's research, which is anchoring bias, highlights how individuals rely too heavily on the first piece of information they encounter when making decisions. This initial information acts as a cognitive anchor, influencing subsequent judgments and decisions, regardless of its relevance or accuracy.

Anchoring bias often manifests in various contexts, such as pricing, negotiation, and estimation tasks. For instance, if someone is presented with a high initial price for a product, they may evaluate subsequent discounts or offers relative to this anchor, potentially perceiving them as more favorable, even if they are still above market value.

Understanding this bias is crucial because it illustrates how initial information can skew our perceptions and decisions, leading us to make systematic errors in judgment. Recognizing the impact of anchoring can help individuals become more aware of their decision-making processes and strive for more balanced evaluations.