What it is
People remain consistent with past decisions even when better options arise.
How it shows up in CX
Customers stick with brands, plans, or beliefs to avoid admitting past choices were wrong.
CX pillars it strengthens
IntegrityExpectationsEffort
How to design with it
1
Encourage flexibility.
2
Allow customers to upgrade or modify plans without loss.
3
Reduce escalation traps.
4
Prevent rigid commitments that make customers feel locked in.
5
Reinforce positive continuity.
6
Reward loyalty while offering new choices.
Supporting biases
Sunk Cost FallacyEffort Justification
Opposing biases
Adaptability BiasFresh Start Effect
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.