What it is
People seek affiliation and are influenced by social belonging.
How it shows up in CX
Customers prioritize brands and products that make them feel part of a group.
CX pillars it strengthens
RecognitionEmotionsExpectations
How to design with it
1
Create community.
2
Foster brand loyalty through group identity.
3
Use social proof.
4
Show testimonials and user-generated content.
5
Encourage participation.
6
Engage customers in exclusive groups and events.
Supporting biases
Social Identity TheoryHerd Mentality
Opposing biases
Individualism BiasAutonomy Preference
Related biases
Behavioral Biases
Design with behavior, not against it.
Explore more biases, or work with us to apply behavioral science to your customer experience.