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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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Shifts shaping CX

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CULTURE

Burn the Deck — our manifesto

Evaluate

Risk Perception Gap

People misjudge risks based on emotion rather than statistics.

Apply this with us All biases

What it is

People misjudge risks based on emotion rather than statistics.

The category

A Evaluate bias — part of the REBEL behavioral library.

Origin

Discovered bySlovic, P. (1987). Perception of Risk. Science, 236(4799), 280–285.

How it shows up in CX

Customers perceive some risks as more dangerous than they actually are, while underestimating others.

CX pillars it strengthens

IntegrityExpectationsEmotions

How to design with it

1

Clarify risks.

2

Use data to educate customers on real vs. perceived threats.

3

Manage fear.

4

Frame messaging to prevent unnecessary anxiety.

5

Balance safety communication.

6

Reassure customers while maintaining credibility.

The evidence

Participants overestimated rare but dramatic risks (e.g., plane crashes) while underestimating common risks (e.g., car accidents). In CX, perception of risk affects purchase decisions and service adoption.

Supporting biases

Availability HeuristicAffect Heuristic

Opposing biases

Statistical ReasoningRational Evaluation

Related biases

Anchoring Bias

Customers significantly depend on the first piece of information they receive, heavily influencing their evaluations, decisions, and perceptions of value throughout their interactions.

Certainty Effect

Customers disproportionately value certain outcomes over uncertain yet potentially more beneficial alternatives, significantly impacting decision-making, satisfaction, and risk perceptions.

Certainty Preference Bias

People prefer certain outcomes over uncertain but potentially better ones.

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