Anchoring - Halo/Borns Effect - Bandwagon Bias - Emerging Preferences A. Once people begin to prefer one alternative, they will actually change their preferences about additional information in a way that supports the earlier decision. B. It turns out that simply thinking of one number affects the value of a subsequent estimate even on a completely unrelated issue C. If people first see one attribute that predisposes them to favor or disfavor one alternative, they are more likely to interpret additional subsequent information in a way that supports their conclusion, regardless of what the additional information is. D. Measure something, just ask a group of people in a room what they think instead of asking them each separately