What it is
People misattribute the cause of their emotions or experiences.
How it shows up in CX
Customers associate feelings with brands, even if emotions stem from unrelated factors.
CX pillars it strengthens
EmotionsExpectationsIntegrity
How to design with it
1
Manage customer mood.
2
Enhance experience elements that shape emotional perception.
3
Clarify cause-and-effect.
4
Guide customers toward accurate attributions.
5
Frame interactions strategically.
6
Reinforce positive moments to create lasting associations.
Supporting biases
Affect HeuristicMisattribution Effect
Opposing biases
Logical AttributionSource Awareness
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.