“it seems that once again people engage in a search for evidence that is biased toward confirmation. Asked to assess the similarity of two entities, people pay more attention to the ways in which they are similar than to the ways in which they differ. Asked to assess dissimilarity, they become more concerned with differences than with similarities. In other words, when testing a hypothesis of similarity, people look for evidence of similarity rather than dissimilarity, and when testing a hypothesis of dissimilarity, they do the opposite. The relationship one perceives between two entities, then, can vary with the precise form of the question that is asked”

“When examining evidence relevant to a given belief, people are inclined to see what they expect to see, and conclude what they expect to conclude. Information that is consistent with our pre-existing beliefs is often accepted at face value, whereas evidence that contradicts them is critically scrutinized and discounted. Our beliefs may thus be less responsive than they should to the implications of new information”

“Ask Americans “How similar are you to others?” and on average they will answer “Not very.” Ask the same question in reverse—“How similar are others to you?”—and their judgment of similarity increases noticeably. The two answers should be exactly the same because the questions are, in essence, identical, but we manage to delude ourselves, just as we all claim to be above average or wholly unsusceptible to social influence. Time and time again, each one of us assumes that he or she stands out. What is it that makes us believe we’re more unique than everyone else?”

“We humans seem to be extremely good at generating ideas, theories, and explanations that have the ring of plausibility. We may be relatively deficient, however, in evaluating and testing our ideas once they are formed”

“The more aware individuals are of the themes that are central to their own sense of personal identity, the better they can recognize the dimensions of similarity and difference in other people that will contribute to intimate relationships.”

“Not all Love stories are similar. Each one is different and each has a different beginning and different ending. If someone judges all of them with similar yardstick than he is a fool.”

“Two similar words might lead to two similar ideas. They might also lead to the basement, which I recently converted into a dungeon/torture chamber.”