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

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Aslan Patov, CEO

20+ CX specialists

Life at Renascence

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Comprehensive CX and management consulting for enterprise brands.

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CORE

Customer Experience

End-to-end transformation

Behavioral Economics

Science of decisions

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SPECIALIST

Digital Transformation

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Solutions

Structured solutions that turn CX ambition into measurable outcomes.

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Map & redesign journeys

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A decade of CX transformation across the region's defining sectors.

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Insights, research, and conversations at the frontier of CX.

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

LATEST EPISODES

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

Hub

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NEW · MANIFESTO

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

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Behavioral Biases

The science of CX

Shifts shaping CX

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CULTURE

Burn the Deck — our manifesto

Evaluate

Certainty Preference Bias

People prefer certain outcomes over uncertain but potentially better ones.

Apply this with us All biases

What it is

People prefer certain outcomes over uncertain but potentially better ones.

The category

A Evaluate bias — part of the REBEL behavioral library.

Origin

Discovered byKahneman, D., & Tversky, A. (1979). Prospect Theory: An Analysis of Decision under Risk. Econometrica, 47(2), 263–292.

How it shows up in CX

Customers favor guaranteed outcomes, even when riskier options offer greater rewards.

CX pillars it strengthens

ExpectationsIntegrityConvenience

How to design with it

1

Emphasize reliability.

2

Highlight security and certainty in offerings.

3

Reduce perceived risk.

4

Offer guarantees and clear expectations.

5

Frame uncertainty positively.

6

Showcase the benefits of calculated risks.

The evidence

Participants chose a guaranteed small reward over a high-value uncertain reward, despite better expected value in the uncertain choice. In CX, brands must balance certainty with aspirational incentives.

Supporting biases

Loss AversionPseudocertainty Effect

Opposing biases

Risk-Seeking BiasProspect Theory

Related biases

Anchoring Bias

Customers significantly depend on the first piece of information they receive, heavily influencing their evaluations, decisions, and perceptions of value throughout their interactions.

Certainty Effect

Customers disproportionately value certain outcomes over uncertain yet potentially more beneficial alternatives, significantly impacting decision-making, satisfaction, and risk perceptions.

Contrast Effect

Perception of an option is influenced by what it’s compared to.

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