No.5 of 36 Automation Bias

No.5 of 36 Automation Bias

We tend to favour suggestions from automated decision-making systems because they're easier, not because they're right!

Automation bias refers to a specific errors shoppers make in highly automated decision making contexts, when many decisions are handled by automated aids (e.g. when the checkout operative scans your numerous items and the till just tells you the total cost, discounts and offers factored in too).

What is automation bias?

Automation bias is the propensity for shoppers to favour suggestions from automated decision-making systems and to ignore contradictory information made without automation, even if it is correct.

When does automation bias occur?

Automation bias occurs when the brain of the shopper is only there to monitor on-going tasks. Errors occur when the shopping brain does not notice an automated decision aid failure (e.g. when the checkout fails to pick up on a special offer).

Why does automation bias occur?

There are three main factors that lead to automation bias:

  1. Human tendency to choose the easiest mental approach to decision-making.
  2. The tendency of humans to view automated aids as having an analytical ability superior to their own.
  3. The tendency of humans to reduce their own effort when sharing tasks, either with another person or with an automated aid.

How to instigate automation bias

With bricks and mortar stores and online becoming ever more automated, you need to provide shoppers with trustworthy automation to ensure they are free to safely employ this bias. If your store/brand/website is to hard to think about, they might well go elsewhere. Here are ways to address automation bias.

Communicate trust at all stages

The more shoppers trust your automation, the more they will be happy to apply automation bias, ergo the more they will like your brand.

Address any errors quickly and effectively

We’ve all seen it, a special offer that says 1 product for £1 of buy 2 for £2.50. Such spreadsheet related errors are a sure-fire way to lose the trust of shoppers.So go beyond just correcting the error, make a song and dance how it will never happen again (think Tesco horse meat scandal of a few years ago).

Make it easier

Analyse the purchase process and see whether in the current day and age, you can introduce automation that will make it easier to buy. Self-checkouts are note easier, they simply save the retailer money in terms of staff costs. Conversely, Washed, prepared and bagged vegetables are easier to prepare and consume, shoppers trust the customisation and pay a premium for it.


Automation bias can be a good thing for both brands and retailers; as long as it works and is trusted by shoppers. Lose the trust, lose the shoppers!

Found this interesting? Check out cognitive bias no.6 of 36 - The Availability Heuristic.

Found this blog post useful?

Why not get a FREE brand review to boost your brand communications...

About Phillip Adcock

My name is Phillip Adcock: I have more than 30 years of human behavioural research and analysis, and have developed a unique ability to identify what it is that makes people psychologically and physiologically 'tick'.

Would you like to know more about how shoppers and consumers think? Download my FREE guide now. Alternatively, check out, where there are more FREE downloads available there. Or why not simply email me with what's on your mind?

If you think there is value in this article then please, please share it, thank you.

Phillip Adcock

Phillip Adcock CMRS
Psychology & Behaviour
Change Consultant

Phillips Signature

Explore our Brainsights

The Business Benefits of Behavioural Science Coaching

Understanding human behaviour is key to business success, this behavioural science coaching offers a powerful tool to unlock your organisation's full potential.

Read Story

Behavioural Science & Shopper Psychology Workshops

Are you ready to unlock the power of Behavioural Science & transform your business with Shopper Psychology-based insights?

Read Story

Get the latest brainsights straight to your email box

We will never share your email address with third parties.
By subscribing you agree to with our Privacy Policy and provide consent to receive updates from our company.