Instead of “unconscious bias”, it may be better to think of this situation as the fact that different people have different priorities that impact decision making. I like this line of thought myself because it is less pejorative, and likely mirrors how we all think in a better way.
For example, let’s look at the situation where someone is looking to buy an espresso machine. All the facts about the espresso machine are out there for people to absorb. You may look at the options, and settle on a Lelit Elizabeth. (These are all examples.) Someone else may look at the same information, and decide on a Breville Barista Pro. And I decided on a 9Barista, which seems to not be a common choice among this crowd.
Are these different decisions examples of unconscious bias? I think it’s more likely that all three people are thinking rationally, but they have different priorities. The first person may be looking for ultimate performance. The second may have a kitchen outfitted with other Breville appliances, and wants the new espresso machine to match. And in my case, space was the major priority by far.
Of course, my wanting to frame this in the light of different priorities might be influenced by unconscious bias. 😉