In other words, Congruence Bias is a test to confirm your hypothesis (direct test), not an attempt to disprove your original hypothesis by exploring possible alternatives (indirect test). Having fallen prey to congruence bias, you may have shortened your testing period and failed to reach the full potential of your packaging by not finding workarounds. The tendency to test hypotheses solely by direct testing rather than testing possible alternative hypotheses. As you can imagine, innovation and entrepreneurship are not immune to such prejudices. [Sources: 1, 2]
The tendency to do (or believe) something because many other people do (or believe) the same thing. A distorted belief that the characteristics of an individual group member reflect the group as a whole, or a tendency to assume that the results of group decisions reflect the preferences of the group members, even if there is information that clearly suggests otherwise. The tendency to seek, interpret, focus, and memorize information in a way that confirms your biases. [Sources: 1]
It argues that whether people are perceived to be scientifically minded depends on their views on scientific research. The tendency to not reconsider one’s beliefs enough when presenting new evidence. The tendency to rely too heavily on a trait or piece of information, or “anchor”, when making decisions (usually the first piece of information received on this issue). We are prone to over 100 cognitive biases that can subconsciously shape our perceptions, beliefs and decisions. [Sources: 0, 1]
— Slimane Zouggari
##### Sources #####
[0]: https://www.jstor.org/stable/23087302
[1]: https://medium.com/steveglaveski/36-cognitive-biases-that-inhibit-innovation-18a9178625fd
[2]: https://www.adcocksolutions.com/post/what-is-congruence-bias
[3]: http://www.msrblog.com/science/psychology/congruence-bias.html
[4]: http://webseitz.fluxent.com/wiki/CongruenceBias
[5]: http://www.jean-dipak.com/foo/bias/information-overload/details-confirm-beliefs/congruence-bias/