What it is
People recall events inaccurately, often incorporating misinformation.
How it shows up in CX
Customers misremember interactions, affecting loyalty and perception of past experiences.
CX pillars it strengthens
ExpectationsIntegrityEmotions
How to design with it
1
Clarify past interactions.
2
Use data to reinforce accurate recall.
3
Shape memory positively.
4
Frame customer experiences in a way that enhances retention.
5
Address misinformation.
6
Correct false impressions through strategic messaging.
Supporting biases
Misinformation EffectHindsight Bias
Opposing biases
Objective RecallSource Accuracy Bias
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.