# 49. Manipulation of bias and heuristics in decision making ## 49.5. Methodology/Refinements/Sub-species ### 49.5.17. Distinction bias This is the inclination to view two options as more dissimilar when evaluating them simultaneously, rather than separately. A manipulator selects the options for evaluation, (together or apart), depending on the outcome required. For example, when televisions are displayed next to each other, the difference in quality between two very similar, high-quality televisions may appear great. A consumer may pay a much higher price for the higher-quality television, even though the difference in quality is imperceptible when the televisions are viewed in isolation. Because the consumer will probably be watching only one television at a time, the lower-cost television would have provided a similar experience at a lower cost.