What it is
People infer their beliefs from their past behaviors.
How it shows up in CX
Customers develop preferences based on how they acted previously, reinforcing brand loyalty.
CX pillars it strengthens
RecognitionIntegrityEffort
How to design with it
1
Encourage commitment.
2
Use small actions (e.g., surveys) to build loyalty.
3
Reinforce identity.
4
Align messaging with customer behaviors to shape self-perception.
5
Strengthen brand association.
6
Reward repeat behaviors to make loyalty feel intrinsic.
Supporting biases
Commitment BiasCognitive Consistency
Opposing biases
Identity FlexibilitySituational Influence
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.