We have an automatic tendency to pay attention to or seek out information that is in agreement with (confirms) our preconceptions, and to ignore, distort, or avoid information that contradicts (disconfirms) our preconceptions, a tendency that is called the confirmation bias. The confirmation bias serves to maintain and strengthen the beliefs that we already hold by causing us to automatically (that is, without being aware that we are doing so) perceive and remember experiences that confirm these beliefs, and to ignore or reinterpret those that disconfirm them. Because we tend to seek out only confirming evidence, our beliefs over time become so well confirmed in our minds that we come to think of them as “obviously true." In order to avoid the confirmation bias, we must force ourselves to look for evidence that disconfirms our beliefs.