This following quote studies confirmatory bias as it relates to U.S. government politics. Now, rather than a U.S. presidental election between Bush and Kerry, substitute the console war between the Xbox 360 and the PS3. Sound familiar?
During the run-up to the 2004 presidential election, while undergoing an fMRI bran scan, 30 men–half self-described as “strong” [...]
"Confirmatory Bias and the Next Gen Console Debate" - 26.12.06