Behavioural Economics for CX: Designing for How People Actually Decide

The foundational science beneath the whole customer-experience discipline. Learn why customers are not the rational agents classical economics assumes; the two systems of thinking and the say-do gap; the workhorse biases and how to read a moment with the Behavioural Diagnosis Grammar; prospect theory, loss aversion and framing, with the Reframe Grammar; how memory, emotion and the peak-end rule shape the remembered experience, and the psychology of waiting; choice architecture, defaults, choice overload and the EAST framework, with the Nudge Grammar; and the ethics of influence — nudge versus sludge and dark patterns — with the Ethical Nudge Test. The four grammars form one design pipeline: diagnose, reframe, nudge, ethics-check. Grounded in Kahneman & Tversky, Thaler & Sunstein, the peak-end research and the Behavioural Insights Team's EAST, with GCC context throughout and explicit links to VoC, journey mapping, service design and CX strategy.