Confirmation bias is when you go looking for the evidence to prove that what you’ve done is correct. Or, what you’re thinking is correct.
Consider this scenario in our industry: “I went to a party and one of my friends saw my image on a bus stop and commented on it. I think to myself, ‘that money was well spent’.”
Confirmation bias at its best. If you don’t believe me write down a list of all the images on a bus stop you saw on the way to work today.