What it is
People resist direct instructions and prefer choices they feel they control.
How it shows up in CX
Customers react oppositely to direct persuasion, especially when autonomy feels threatened.
CX pillars it strengthens
EmpathyIntegrityExpectations
How to design with it
1
Encourage autonomy.
2
Let customers feel in control of their decisions.
3
Avoid hard sells.
4
Use subtle framing rather than direct persuasion.
5
Leverage contrarian messaging.
6
Suggest the opposite to make choices feel more personal.
Supporting biases
Reactance TheorySelf-Determination Bias
Opposing biases
Compliance BiasPersuasion 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.