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The consultancy born at the intersection of behavioral economics and human experience.

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Aslan Patov, CEO

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ReadExperience JournalArticles & research on CX, behavior, and transformation.Watch & listenExperience LoomThe Naked Customer — our video podcast on CX & behavior.

LATEST ARTICLES

Customer ExperienceThe March 2026 CX Events Worth Putting in Your Calendar Customer ExperienceCustomer Experience (CX) Framework: Key Components and Best Practices Digital TransformationJobs-To-Be-Done Customer ExperienceCX in Real Estate

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Ep. 03 · Customer LoyaltyCustomer Loyalty, Brand Loyalty & CX Ep. 02 · Artificial IntelligenceAI in Customer Experience Ep. 01 · CX AwardsCustomer Experience Awards

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Burn the Deck. Ten Virtues. Zero Excuses. — read our manifesto for the brave consultant.

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Behavioral Biases

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Shifts shaping CX

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CULTURE

Burn the Deck — our manifesto

Understand

Belief Bias

People accept conclusions that align with their beliefs, ignoring logic.

Apply this with us All biases

What it is

People accept conclusions that align with their beliefs, ignoring logic.

The category

A Understand bias — part of the REBEL behavioral library.

Origin

Discovered byEvans, J. St. B. T., Barston, J. L., & Pollard, P. (1983). On the Conflict Between Logic and Belief. J. Memory & Language, 22(5), 432–440.

How it shows up in CX

Customers evaluate arguments based on believability rather than logical validity.

CX pillars it strengthens

IntegrityExpectationsRecognition

How to design with it

1

Present facts carefully.

2

Align logic with customer expectations.

3

Reduce cognitive strain.

4

Use relatable examples to enhance comprehension.

5

Avoid cognitive dissonance.

6

Frame messages in ways that fit pre-existing beliefs.

The evidence

Participants rated logical but unbelievable arguments as less valid than illogical but believable ones. In CX, belief-driven decision-making affects brand trust and adoption.

Supporting biases

Confirmation BiasAttentional Bias

Opposing biases

Logical ReasoningObjective Analysis

Related biases

Attentional Bias

People focus on certain stimuli while ignoring others, often based on emotions or habits.

Cognitive Dissonance

People feel discomfort when holding conflicting beliefs, leading to justification or behavior change.

Confirmation Bias

Customers tend to seek, interpret, and remember information that aligns with their existing beliefs, significantly impacting their perception, decision-making, and loyalty toward brands and products.

Behavioral Biases

Design with behavior, not against it.

Explore more biases, or work with us to apply behavioral science to your customer experience.

Book a discovery call All biases