What it is
People feel discomfort when holding conflicting beliefs, leading to justification or behavior change.
How it shows up in CX
Customers rationalize purchases to reduce tension between expectations and reality.
CX pillars it strengthens
IntegrityExpectations
How to design with it
1
Provide post-purchase validation.
2
Reinforce customer choices with positive messaging.
3
Minimize regret triggers.
4
Offer flexible return policies and customer support.
5
Align expectations.
6
Ensure marketing sets realistic expectations to avoid future dissonance.
Supporting biases
Choice-Supportive BiasEffort Justification
Opposing biases
Buyer's RemorseRegret Aversion
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.