What it is
People’s choices change based on whether consequences are near or distant.
How it shows up in CX
Customers react differently to immediate vs. long-term benefits and costs.
CX pillars it strengthens
ExpectationsEffortEmotions
How to design with it
1
Frame timing effectively.
2
Present benefits based on the customer’s time perspective.
3
Reduce delay aversion.
4
Highlight long-term value in relatable ways.
5
Balance urgency and future rewards.
6
Avoid overemphasizing either short- or long-term outcomes.
Supporting biases
Hyperbolic DiscountingPresent Bias
Opposing biases
Long-Term PlanningFuture Orientation
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.