Sensational stories drive magazine sales and profits. In a study looking at the front page of the New York Times regarding coverage of causes of death (AIDS, automobiles, cancer, homicide, suicide, airline crashes), articles about airline accidents outnumbered other causes. Adjusted to a per-death basis, airline accident articles appeared sixty times more than AIDS and eight thousand times more than cancer. The airline industry is subject to distorted coverage similar to what we encounter daily about dog bite statistics.
[...]
Not all biases come from authors and publishers; some come from within the reader.
For thousands of years, humans lived in small groups. We gathered food, hunted animals up to the size of a SUV and faced dangers from fast running predators. Our ability to perceive large and small things is shaped by this history.
In the past, if a tiger ate ten of thirty people in a village, it was good to take notice and avoid tigers. Those who didn't were eaten.
Today, we are exposed to instant news from around the world, but we still see it through the eyes of a village dweller. When dogs kill 10 people out of 300 million we see a potential threat; this is made more menacing by disproportionate media coverage. As a society, we are irrationally afraid of dogs.
Our nature makes us suckers for fear-inducing news and advertising. We are suckers for lottery tickets. We simply don't understand very large or very small probabilities. The world has changed; we just haven't caught up yet.
As humans we make interpretations of things we can't perceive. This simplifies things, but interpretations can be wrong. We believed the sun revolved around the Earth before telescopes proved otherwise.
We trust authority. This can be efficient... each generation doesn't start from scratch. Trust can be exploited when authority figures are paid to pitch a product or technique.
We believe new things. When someone yelled "TIGER," it was good to act fast--doing so brought more offspring. The $4.7 billion nutritional supplement industry preys on this tendency, producing new products monthly to combat modern day tigers, often without much research. The FDA lacks funding to police nutritional products and does not require proof of "structure based claims."
These traits helped our ancestors avoid being eaten; but acting quickly may not always be in our best interests today.
When reading new material, remember--you don't need to act right away. We are not faced with many tigers today--holding back on the "buy" button may be the best choice. Acting quickly can waste time, money, and lead to poor treatment of dogs when we are influenced by bias.
- John Buginas, "Avoiding the Impact of Biases When Considering Published Information" (2007) from The Dog Trainer's Resource 2: The APDT Chronicle of the Dog Collection edited by Mychelle Blake













