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Aslan Patov, CEO

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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

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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 — our manifesto

Explore

False Consensus Effect

People overestimate how much others share their opinions and beliefs.

Apply this with us All biases

What it is

People overestimate how much others share their opinions and beliefs.

The category

A Explore bias — part of the REBEL behavioral library.

Origin

Discovered byRoss, L., Greene, D., & House, P. (1977). False Consensus Effect. J. Experimental Social Psychology, 13(3), 279–301.

How it shows up in CX

Customers assume others think the same way they do, leading to biased assumptions in decision-making.

CX pillars it strengthens

RecognitionIntegrity

How to design with it

1

Diversify customer insights.

2

Gather data from varied customer segments to avoid assuming uniform behavior.

3

Challenge assumptions.

4

Encourage open-ended feedback to reveal diverse opinions.

5

Personalize communication.

6

Adapt messaging to different customer perspectives.

The evidence

Participants estimated how many others would make the same choices as they did. They consistently overestimated consensus, assuming their choices were the majority opinion. In CX, this bias leads brands to misinterpret customer expectations.

Supporting biases

Egocentric BiasProjection Bias

Opposing biases

Diversity EffectPerspective-Taking

Related biases

Aesthetic-Usability Effect

A visually appealing design is perceived as easier to use, even if functionality is identical.

Context Effect

Customers evaluate choices differently based on the surrounding context, significantly affecting their perceptions, decisions, and satisfaction by altering perceived value or importance.

Curiosity Effect

People feel compelled to resolve information gaps, increasing engagement and learning motivation.

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