Association Bias

We form unconscious associations between things that appear together — even when there is no logical connection — and these associations distort our judgment.

• The weatherman who reports bad news is disliked for it, even though he didn't cause the weather.
• A doctor who delivered bad news is rated as less competent than one who delivered good news — the messenger absorbs the message.
• We associate luxury brands with success and sophistication — wearing an expensive watch doesn't make you either, but the association feels real.