We are bias. Pathetically bias. I remembered a BBC documentary on Superbrands where the TV host did an experiment on brand perception. The TV host filled two jars with Heinz baked beans. He labelled one jar with a Heinz sticker and another jar with Tesco baked beans sticker. He got passer-bys to try beans both jars and asked them for their preference. We know it is the same beans but surprisingly, most of the testees could actually tell the differences in taste! They all said they preferred the Heinz version. I noticed this bias is present in stocks too. Let’s confess, there are some stocks you like more than the others. How about Singapore Press Holdings and Hong Fok? Most investors would prefer SPH because it feels sturdy and safer as an investment. Even if SPH is over-valued compared to Hong Fok, most investors will still put their money with SPH because it is more ......