Psychologist Jerome Bruner has developed a model of perception. According to him people go through the following process to form opinions:[10]
•When we encounter an unfamiliar target we are open to different informational cues and want to learn more about the target.
•In the second step we try to collect more information about the target. Gradually, we encounter some familiar cues which help us categorize the target.
•At this stage, the cues become less open and selective. We try to search for more cues that confirm the categorization of the target. We also actively ignore and even distort cues that violate our initial perceptions. Our perception becomes more selective and we finally paint a consistent picture of the target.