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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

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Comprehensive CX and management consulting for enterprise brands.

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Customer Experience

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Structured solutions that turn CX ambition into measurable outcomes.

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

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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

LATEST EPISODES

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

Commit

Choice Supportive Bias

People justify past choices, downplaying negatives and emphasizing positives to reduce doubt.

Apply this with us All biases

What it is

People justify past choices, downplaying negatives and emphasizing positives to reduce doubt.

The category

A Commit bias — part of the REBEL behavioral library.

Origin

Discovered byMather, M., & Johnson, M. K. (2000). Choice-Supportive Source Monitoring. Memory & Cognition, 28(1), 138–152.

How it shows up in CX

Customers rationalize previous purchases, convincing themselves they made the right choice.

CX pillars it strengthens

IntegrityExpectations

How to design with it

1

Post-purchase reassurance.

2

Provide messaging that reaffirms customers' choices.

3

Reinforce value.

4

Show benefits of the product or service after purchase.

5

Use testimonials.

6

Feature customers who made similar decisions to strengthen validation.

The evidence

Participants were asked to recall reasons for past product choices. They misremembered positives for chosen options and negatives for rejected ones. This bias affects CX when customers convince themselves a purchase was ideal despite drawbacks.

Supporting biases

Cognitive DissonancePost-Purchase Rationalization

Opposing biases

Buyer's RemorseRegret Aversion

Related biases

Commitment Bias

People remain consistent with past decisions even when better options arise.

Effort Heuristic

People value things more when they require more effort, even if unnecessary.

Endowed Progress Effect

Customers show increased motivation and engagement when provided with initial progress toward achieving a reward, significantly accelerating their journey completion and enhancing satisfaction.

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