In diffusion of innovation theory, a pro-innovation bias reflects a personal bias toward a new innovation that someone is trying to implement or diffuse among a population. The bias refers to the fact that the innovation's "champion" has such strong bias in favor of the innovation, that he/she may not see its limitations or weaknesses and continues to promote it nonetheless.

An example may be an inventor who creates a new process or product and wants to take it to market for financial gain. While the invention may be interesting and have promise, if the inventor is experiencing pro-innovation bias, he/she may not heed market data (or even seek such data) that prostulates that the invention will or may not sell.

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