What is Primacy Bias – Causes & Examples
Published by at July 11th, 2023 , Revised On August 27, 2024
Ever wonder why we only remember the first performance of an athlete in a World Cup, such as a famous cricketer or football player, whether it be bad or good? It is our brain’s cognitive ability to trust and remember the first impression or information of an individual, and their characteristics, including certain circumstances.
This is known as the primacy effect, where one individual finds it easier to recall only the first information that he/she encounters concerning any topic. However, since each aspect has certain pros and cons, similarly, the primacy effect can develop into one of the cognitive biases known as primacy bias.
What Is Primacy Bias?
Primacy bias meaning is the act of considering the first information received as far more important than the others. It also includes remembering the first impressions, circumstances, experiences, or people better than the others. However, it is the opposite of the recency bias, where one only remembers the last piece of information given or heard.
This is why we often hear before an interview that “ First impressions matter.” Our first impressions serve as anchor points, based on which the talent acquisition team forms judgments of each candidate accordingly. This is also similar to another cognitive bias, known as the anchoring bias, where one relies heavily on the first information given. This can have negative consequences and alter our decision-making capabilities.
For instance, while standing in the aisle of detergents for household chores, our choice automatically sways towards one of those brands or companies that advertise their product in a good way. Numerous companies use this marketing strategy to present positive impressions of a product even before its launch, so we always remember the first piece of information available.
How Does Primacy Bias Work?
Let’s develop a common understanding of how primacy bias works and how it impacts us.
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Memory Retention
Our long-term memory tends to process the first information better than the others. It cements the information, which is one of the main reasons why primacy effect bias occurs. One could say that it is an unconscious working of the brain to store the first information in our long-term memory and the most recent in our short-term memory.
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Repetition
This is another unconscious process in which our brain repeats the first piece of information stored in our long-term memory. For instance, while grocery shopping, we always remember the first items on the list as humans tend to repeat the information in our brains. We recall certain information due to attentional bias which also links with primacy bias.
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Anchoring Point
As mentioned an anchor point serves as another reason primacy bias occurs because an individual sways toward the initial information provided to make subsequent judgments. Simply put, it influences our thought process and decision-making, and when we get anchored to one point, our brain ends up filtering all other information as it considers the first information as reliable. This could be due to multiple factors such as mood, experiences, and beliefs.
Recency vs Primacy Biases. Two Opposites?
Yes, you read that right. Primacy bias and recency bias are opposites, differing based on the sequence of information processed by our brains. Let’s discuss some of the differences to comprehend their meaning better.
| Primacy Bias | Recency Bias |
|---|---|
| Primacy effect bias is the phenomenon of remembering the first piece of information received and prioritizing it as significant. | Recency bias is the phenomenon of remembering the latest or most recent events. |
| It usually occurs when the information is shown visually.While here, it usually occurs when the information is given orally. | While here, it usually occurs when the information is given orally. |
| The main cause of a primacy bias is due to the processing of information in the brain that goes directly to long-term memory storage. | The main reason for a recency bias is that the items or information are still in the working memory, which makes it easier to recall. |
| This bias can be avoided by reflecting on further information provided and not being a victim of any anchor point. | Recency bias can be avoided by considering the information provided earlier and taking time to process all data received. |
| Example:Candidates who appear first in an interview are more likely to be remembered than the rest. | Example:You are more likely to compare your life to last year than five years before,which leads to unnecessary dissatisfaction. |
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Understand Better With Primacy Bias Examples:
Following are some of the common examples of how primacy bias occurs in daily life.
Primacy Bias In Politics
Research has shown that a high position in the ballot list influences the electoral process which is a major occurrence of primacy bias in politics. People are more likely to vote for the candidate that appears first on the list, creating a certain psychological bias.
The presence of a candidate at the top of the list also suggests that the candidate holds great influence that could be attributed to many aspects. However, this leads to an increase in the candidate’s electoral progress and success.
Primacy Bias In Marketing
Remember Apple’s IPhoneX’s innovative in-store marketing campaign? Nowadays, these technology giants are setting the benchmark by offering innovative marketing strategies to gain the attention of users.
Guerilla marketing and pre-promotional marketing tactics help brands present themselves in an appealing way. Before a product enters the market, pre-promotional campaigns are launched to ensure that people hear information about the product in a positive and engaging manner, since first impressions matter.
Primacy Bias In Interviews
A qualified candidate appears in an interview with extraordinary skills and experience but initially sits in a rather unappealing manner. Due to primacy bias, the first impression tarnishes the candidate’s image. The hiring team finds it rather unprofessional, forming a negative impression which is why he/she loses a chance of being hired.
Similarly, suppose a candidate answers the initial questions wrong during the hiring process. He/she has a high chance of not being hired, even if the remaining questions were answered correctly. This is the primacy bias effect, as a wrong first impression is likely to be remembered, just like an excellent first impression.
Frequently Asked Questions
First impressions matter the most, so you should present yourself in a positive manner, whether it is in a workplace, interview, or other social setting. Moreover, do not rely on just the first piece of information received, but take time to reflect on the rest to avoid risky decisions.
Invest time in research about the topic, and gain hands-on information to avoid primacy bias. Evaluate other aspects also to avoid making hasty judgments based on first impressions and information. Learn and educate yourself on how to avoid the primacy effect.
Our long-term memory tends to process the first information better than the others. Also, some people have a limited attention span, which is why they end up only soaking in the first information and neglecting the rest.
The major difference between primacy and recency bias is the sequence of information processed by our brain. In primacy bias, we tend to remember the initial bulk of information received, while recency bias focuses on the latest information received or events that occurred.
