Investing into something - with money or otherwise - will develop a bias as well. I vaguely recall reading a study for a sociology class I took ages ago about auto-manufacturers trying to fine-tune their ad targeting. They gathered and were crunching data on which types of people paid the most attention to their ads, and one of the unexpected findings was that is was the people who had already purchased the vehicle being advertised. Apparently there's this subconscious thing we do where we keep looking for value in decisions we've already made, so folks would see the ads, tie it to their own car, and think "yeah, that's the good stuff!" lol.

Our brains are weird.