So why do we trust imperfect human stories more than flawless AI creations?In this episode, we explore the psychology behind why people prefer real, messy, and human-made work over machine-made perfection. And why that emotional connection might be the ultimate competitive advantage in the age of AI. We consider: Why authenticity beats perfection every time The science behind the Pratfall Effect, how small mistakes make us more likeable Why we trust content that shows a human fingerprint How AI’s 'uncanny perfection' triggers discomfort What studies say about our bias for human-created stories, voices, and visuals Why trust, empathy and accountability can’t be automated Taking insights from psychology, behavioural science, and academic studies to uncover how audiences perceive AI vs. human creativity. And most crucially, what this means for marketers, creators, and brands in 2025 and beyond.   Studies & further reading: Zhang & Gosline (2023) Human favoritism, not AI aversion: People’s perceptions (and bias) toward generative AI, human experts, and human–GAI collaboration in persuasive content generation  Kirk & Givi (2024) The AI-authorship effect: Understanding authenticity, moral disgust, and consumer responses to AI-generated marketing communications  Piercy et al. (2025) Credibility and organizational reputation perceptions of news releases produced by artificial intelligence Velásquez-Salamanca et al. (2025) Interpretation of AI-Generated vs. Human-Made Images Omeish et al. (2025) Between human and AI influencers: parasocial relationships, credibility, and social capital formation in a collectivist market: a study of TikTok users in the Middle East Aronson, E. (1966) The Pratfall Effect: The Effect of a Perceived Blunder on Interpersonal Attractiveness Schilke & Reimann (2025) The Transparency Dilemma: How Disclosing AI Use Impacts Trust   Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/

What if customer service wasn’t a cost centre, but the heartbeat of your business?That’s the bet Zappos made, and it built them into a billion-dollar brand. In this episode, we explore how Zappos created a culture of WOW service that redefined customer experience worldwide. We discuss: Why Zappos answers calls in 20 seconds and never tracks call times How a 10-hour customer call became company legend Why every new hire is offered money to quit The 10 core values that shape culture and service Why Zappos believes relationships > transactions   With insights from Si's time with Zappos in Las Vegas, where he learned they doubled down on customer experience, and won big!    Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/

Why we trade the future for a quick win. And what it’s costing us? We explore how the behavioural bias of hyperbolic discounting is fuelling short-termism in modern marketing, and our own actions.  from to slashed brand budgets. Why Buy-Now-Pay-Later schemes are so powerful How to lay golden-eggs Why Netflix continues to beat the gym How behavioural design revolutionised pensions If you're trying to get the right balance between brand and performance, then this should give you some food for thought. Further reading from the show includes: Binet & Field - The Long and the Short of it  Laibson - Golden Eggs and Hyperbolic Discounting   Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/

We’re living in an age of digital convenience. But at what cost to the human experience? In this episode we dive into The Automation Trap: the growing over-reliance on technology in customer service, and what happens when we lose sight of the human moments that matter most. We discuss: Why people crave human interaction during high-stress moments The psychological cost of removing empathy from customer journeys Case studies from brands that show what not to do Practical ideas for balancing automation with emotional intelligence This one’s for anyone designing customer experience journeys, optimising customer support or rethinking loyalty strategies. Because when stress is high, silence isn’t efficient. It’s damaging.   Thanks for listening. To learn more, don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/

It started with a bag charge, but it’s really about trust. In this episode, we explore the EasyJet baggage controversy and what it reveals about the blurred line between guiding customers and gaming them. From sunk cost fallacies to urgency tactics, low-cost airlines have become behavioural design powerhouses. But are they helping people make better decisions, or just pushing them towards profit? We unpack: How behavioural science can simplify or manipulate When nudges turn into traps Why trust and transparency are critical to long-term loyalty What ethical CX looks like in 2025 If you’re designing journeys, pricing strategies or digital experiences, this one’s for you. In a world where customer journeys are increasingly optimised, it’s time to pause and ask: Are we still designing for people, or just for performance? Thanks for listening. To learn more, don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/

Tariffs might sound like a trade issue, but their ripple effects run much deeper. In this episode we look beyond the headlines to explore how changes in trade policy and rising economic uncertainty are subtly reshaping customer behaviour. From increased anxiety to shifting perceptions of value, we explore the psychological and behavioural implications of a more unpredictable 2025. Whether you’re in business trying to support your customers in uncertain times, or just intrigued into what’s shaping your decision making at the moment. This will help you decode how external forces are affecting internal decisions, and what you can do about it. The behavioural cost of uncertainty: Why unpredictability triggers anxiety and how brands can build reassurance into customer journeys. Tariffs as a customer experience issue: How rising costs and market disruption affect customer trust, decision-making and brand loyalty. Biases in action: From loss aversion to the status quo bias, we look at how customers respond to perceived threats and resource limitations. Strategies for 2025: Behaviourally smart ways to reduce friction, increase clarity, and create stability in unstable times.   With 2025 shaping up to be a pivotal year across the world, understanding how macro forces influence micro behaviours has never been more important. If you want to lead with empathy, clarity and strategic foresight, this episode is for you. Thanks for listening. To learn more, don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/

When things go wrong, customers don’t just want answers, they want empathy. In this episode, Si shares a personal story of disruption after his flight with an airline was cancelled, and what it revealed about the limits of automated systems. Stranded, unable to speak to a human, and ultimately missing a key client event, Si reflects on how this experience connects to behavioural science, customer psychology, and the power of human connection in service design. If you care about building trust, loyalty, and real relationships with your customers, especially when things get tough, this episode is for you. Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/

As the New Year begins, many people take time to reflect on the past and set personal goals for the months ahead. But why wait for the New Year, Mondays or new months?   Psychologists have recognised these chapter breaks as the Fresh Start Effect. A moment in time when we renew optimism and motivation, and it’s this trigger point that allows us to leave past failures behind and start anew.   But what about for businesses?   It’s a time for businesses to learn from last year’s friction points, refine their customer journey maps (CJMs), align teams across the organisation and create a roadmap for delivering consistent and memorable experiences in 2025.   Don’t miss out the 5 crucial steps in this episode: Identify key stages Look at touch points Visualise the current experience Map out customer emotions Envisage what the ideal journey looks like Bring in voices from every corner of the business, challenge the status quo and get ready to make bold, game-changing moves.   Keep pushing forward with your New Year business development goals – tune into this episode and uncover the secrets and practical steps to ramp up success.   Connect with us!   Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/  

Whenever a monetary amount is considered, it’s drawn as a comparison between at least two things. Therefore, when we’re looking at a price, we’re really considering and comparing the value the item brings comparatively. If your product is more expensive than competitors, you might want to explain the value like Rolex and Jack Daniel’s – by explaining the time, effort and skill it takes to create something you can tap into the customer’s value biases. Make sure your brand shows its real value – listen to this episode so you can bring clarity to your value. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/    Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/   Research related to this episode: https://academic.oup.com/jcr/article-abstract/31/4/806/1812957 https://insidebe.com/articles/increase-value-of-your-product/ https://www.hbs.edu/faculty/Pages/item.aspx?num=40158  

Social biases are some of the most powerful, easily recognised and commonly used strategies in marketing. Listen to see how brands such as Amazon, eBay and Bose leverage the biases in the social category to appeal to the masses. If people seek to be associated with groups and herds, why not build their desire to be part of your group? Don’t be the only one that misses out on ways to leverage social biases. Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/   Research related to this episode: https://www.verywellmind.com/how-herd-mentality-explains-our-behavior-7487018

Do you often ask the question: is this the easiest possible way to achieve the desired outcome? In this episode, we discuss multiple ways to simplify and improve experiences, with examples from big brands that excel at this. People are constantly overloaded with decisions – around 35,000+ per day! This means that your marketing needs to be as simple as possible so we can make decisions easy for our customers. While planning out your customer experience and each individual interaction, take time to consider whether it is as simple as possible. Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework: Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/ Research related to this episode: https://www.nature.com/articles/s41599-023-01542-z https://www.investopedia.com/terms/h/heuristics.asp#:~:text=A%20heuristic%20is%20a%20mental,or%20solutions%20to%20complex%20problems Power of free: https://newristics.com/heuristics-biases/power-of-free https://vikramgoyal2012.medium.com/lessons-from-predictably-irrational-by-dan-ariely-e10eaad14b70

Just like people, brands too want to exude confidence and while at times we might show overconfidence, there’s a way we can use this to speak to our customers. Overconfidence can look like describing desirable outcomes that your target audience might be searching for and showing customers how something can help to solve a problem. However, negative overconfidence can be alienating to customers. For example, complex tech jargon could put off the less-savvy audience, which is why remembering to speak to customers in a way that they will understand could make all the difference. Learn how to harness confidence and rein in overconfidence to ensure happy customers. Thanks for listening.    Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/ Research related to this episode: https://www.masterclass.com/articles/overconfidence-bias https://docs.iza.org/dp4840.pdf The Curse of Knowledge: https://cognitivebias.io/bias/curse-of-knowledge

Understanding how people form and recall memories is vital to the customer experience. If we can ensure positive recollection of the brand and experience, then we have a much better chance of not only retaining the customer’s loyalty but also acquiring advocates who would recommend our business. Not every aspect of the customer experience is equal but by incorporating a little surprise into your transactions, people will enjoy these moments of delight, and it’s these moments that will shine through and make you more memorable. Listen to this episode so your customers remember you for all the right reasons.   Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/   Research related to this episode: Book: Kahneman, D. (2011). Thinking, Fast and Slow   Peak-end Rule: https://www.businesswire.com/news/home/20220222005103/en/Kodak-Moments-Becomes-the-Official-On-Site-Imaging-Provider-of-Disneyland-Paris-to-Capture-and-Deliver-Guests’-Magical-Memories Priming: https://www.sciencedaily.com/releases/2011/01/110131133125.htm

While direct marketing activity is important, it’s vital to consider the setting or environment, previous interactions and anything else that may influence people. For example, stereotyping when selecting imagery and video content. This tendency to hold opinions or associate stereotypes with individuals without intention can narrow the message and the audience, so by being aware we can create better customer experiences that resonate deeper with a broader audience. Listen to this episode to understand how we rely heavily on contextual cues to process incoming sensory data and assign meaning to it. By being aware of this, we can consider different interpretations of an object, word, emotion, or social event depending on the contextual framework in which it is experienced. Thanks for listening.   Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/ Research related to this episode: https://www.hbs.edu/ris/Publication%20Files/Thomadsen%20et%20al%202017%20-%20How%20Context%20Affects%20Choice_3053d369-3473-45fc-94a3-b18cd100d5d3.pdf https://kids.frontiersin.org/articles/10.3389/frym.2018.00003 https://insidebe.com/articles/context-is-the-marketing-superweapon/

Find out the underlying factors that motivate people in marketing so you can create customer experiences that play to this. In this episode, we discuss how to leverage the being right category, such as using post-purchase communications to boost your customers’ ego. For all that and more, hit play and subscribe. Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework: Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/ Research related to this episode: Casad, B. J. and Luebering, . J.E. (2023, November 9). confirmation bias. Encyclopedia Britannica. https://www.britannica.com/science/confirmation-bias https://medium.com/@charlesleon/confirmation-bias-why-we-think-were-right-c81e493ea330 https://www.inc.com/jeff-haden/science-says-stop-infecting-other-people-with-better-than-average-effect.html#:~:text=You're%20probably%20familiar%20with,even%20though%20that's%20mathematically%20impossible   IKEA Effect: https://www.hbs.edu/ris/Publication%20Files/11-091.pdf

People worry, they’re anxious about making mistakes, missing out and making detrimental decisions. By recognising and addressing this often-overlooked fear, we can develop our communications and improve the customer experience by reassuring them along the way. When we understand and alleviate these anxieties, people can become more confident in their decision-making, leading to empowering experiences that build trust and satisfaction. Implementing bias insights from the anxiety category into marketing strategies promotes a customer-centric approach that not only eases fears but also genuinely meets customer needs, ultimately enhancing overall customer satisfaction.Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework: Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/in/si-elliott/ Research related to this episode: Cacioppo JT, Cacioppo S, Gollan JK. The negativity bias: Conceptualization, quantification, and individual differencesBehavioral and Brain Sciences. 2014;37(3):309-310. doi:10.1017/s0140525x13002537 Ito TA, Larsen JT, Smith NK, Cacioppo JT. Negative information weighs more heavily on the brain: The negativity bias in evaluative categorizationsJ Pers Soc Psychol. 1998;75(4):887-900. doi:10.1037//0022-3514.75.4.887   Loss Aversion: https://en.wikipedia.org/wiki/Loss_aversion Spotify example source: https://insidebe.com/articles/loss-aversion/   Scarcity: https://finance.yahoo.com/news/fall-begins-much-money-pumpkin-150114158.html?guccounter=1 https://www.ebay.co.uk/b/Apple-Laptops/111422/bn_450926 https://doi.org/10.1016/j.ijresmar.2016.03.005   Hyperbolic Discounting: https://insidebe.com/articles/hyperbolic-discounting/

The Fabricx Behavioural Bias Framework has been years in the making as it has taken extensive research and development to create. The framework simplifies aspects of behavioural science that are relevant to B2C and B2B relationships in marketing. After listening to the mini-series you will be able to: get to know why customers behave the way they do – often customers will say one thing and do another. understand and influence customer decisions. dig deep into what motivates potential buyers and what holds them back. create great content and attract more customers/drive higher (or better) conversions - build advocacy! By knowing how people think and act, we can help them make the best decision for themselves, even when those decisions are influenced and driven by subconscious factors. Si has over 20 years in customer experience and digital marketing with his agency Diversity. He founded Fabricx the customer experience consultancy to help educate and inspire. Si also is a guest lecturer for Nottingham Trent University and the University of Nottingham. Through this relationship he has worked closely with the School of Psychology at Nottingham Trent University, and sits on the school's advisory board.  Subscribe to listen to the whole series, and explore the incredible human insights from the world of behavioural science. Thanks for listening.   Connect with us! Newsletter: www.fabricx.agency Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/in/si-elliott/   Interesting further reading related to this episode: Predictably Irrational by Dan Ariely  Thinking, Fast and Slow by Daniel Kahneman   Nudge: Improving decisions about health, wealth and happiness by Thaler and Sunstein

Have you ever considered sensory marketing or ever been compelled to buy something due to the smell, touch, taste, sound or sight? In this episode you can find out how Bloomingdales, Octopus Energy, GT85, Rolls Royce and many other brands have leveraged sensory marketing to leave a lasting memory. Find out how you can consider all the senses and enhance customer experiences. Thanks for listening.   Don’t miss out on your FREE customer journey mapping template, and get your copy of the CX Principles white paper: https://fabricx.agency/cx-principles/   Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/in/si-elliott/   Research related to this episode: https://www.psychologytoday.com/us/blog/the-athletes-way/201506/how-does-scent-drive-human-behavior https://econsultancy.com/octopus-energys-head-of-digital-on-creating-outrageously-good-customer-experiences/ https://octopus.energy/shut-up-and-hold-me/ http://bibl.imuz.uw.edu.pl/wp-content/uploads/sites/285/2017/12/North-Hargreaves-McKendrick_1999.pdf https://thedecisionlab.com/intervention/how-in-store-music-increased-french-wine-sales-by 330#:~:text=Although%20the%20music%20had%20no,wine%2C%20which%20prompted%20 the%20behavior  

You don’t want to be overfamiliar with your customers too soon, you want to offer value exchange, and only extract information that will benefit them and their experience. By building the relationship over time, you can ask customers about more personal matters, gain deeper insights into their preferences, and establish trust by being transparent about the reasons behind your data collection. Follow our phased approach that we outline in this episode and you’ll be well on your way to building trusting relationships with your customers. Thanks for listening.   Don’t miss out on your FREE customer journey mapping template, and get your copy of the CX Principles white paper: https://fabricx.agency/cx-principles/   Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/in/si-elliott/   Research related to this episode: https://www.forbes.com/sites/kateoflahertyuk/2022/06/04/apple-hide-my-email-try-these-amazing-tips-and-tricks-now/?sh=374c8e624b51

What does your brand say about your customers? Brands are a form of self-expression and people are selective because they have a self-image they want to project. So, if you want to build connections with your customers, consider where your values align and tell your brand’s story. Measure emotions and align your brand identity with your customers – find out how in this episode. Thanks for listening.   Don’t miss out on your FREE customer journey mapping template, and get your copy of the CX Principles white paper: https://fabricx.agency/cx-principles/   Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/in/si-elliott/   Research related to this episode: paulekman.com/universal-emotions/