What it is
People trust those within their perceived social or ideological circle more than outsiders.
How it shows up in CX
Customers place more trust in recommendations from familiar or like-minded sources.
CX pillars it strengthens
RecognitionIntegrityEmpathy
How to design with it
1
Leverage social proof.
2
Use testimonials from relatable customers.
3
Build familiarity.
4
Ensure marketing aligns with audience values.
5
Reduce trust gaps.
6
Bridge connections with diverse messaging approaches.
Supporting biases
In-Group BiasSocial Proof
Opposing biases
Out-Group TrustUnbiased Evaluation
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.