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The consultancy born at the intersection of behavioral economics and human experience.

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Aslan Patov, CEO

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Comprehensive CX and management consulting for enterprise brands.

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A decade of CX transformation across the region's defining sectors.

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ReadExperience JournalArticles & research on CX, behavior, and transformation.Watch & listenExperience LoomThe Naked Customer — our video podcast on CX & behavior.

LATEST ARTICLES

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

LATEST EPISODES

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. Ten Virtues. Zero Excuses. — read our manifesto for the brave consultant.

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Behavioral Biases

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CULTURE

Burn the Deck — our manifesto

Explore

Naïve Diversification Effect

People spread choices evenly across options, even when it's unnecessary.

Apply this with us All biases

What it is

People spread choices evenly across options, even when it's unnecessary.

The category

A Explore bias — part of the REBEL behavioral library.

Origin

Discovered byRead, D., & Loewenstein, G. (1995). Diversification Bias: Evidence from Lotteries and Consumption Choices. J. Experimental Psychology: Applied, 1(1), 34–49.

How it shows up in CX

Customers distribute resources equally among options instead of optimizing based on actual preference.

CX pillars it strengthens

ExpectationsEffortIntegrity

How to design with it

1

Simplify decisions.

2

Reduce unnecessary options that lead to even splits.

3

Guide choices.

4

Highlight optimal selections based on user behavior.

5

Reduce decision fatigue.

6

Avoid overwhelming customers with excessive product variations.

The evidence

Participants split their snack choices evenly across multiple options, even when they strongly preferred one. In CX, customers often pick diverse options instead of selecting what they truly value most.

Supporting biases

Choice OverloadDefault Effect

Opposing biases

Preference OptimizationSingle-Option Focus

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