We all say we want to change. To grow. To improve.

But when it comes to behaviour, from our New Year’s resolutions to customers’ adoption of new products and services, most change fails to stick.

In this episode, we explore the psychology of resistance. The very real friction that stops people doing what they say they want to do. And how understanding the hidden forces of human behaviour can help brands, leaders and individuals support meaningful, sustainable change.

We consider:

• Why Status Quo Bias makes us default to comfort, even when it’s no longer serving us
• What loss aversion and risk perception mean for customer loyalty and switching
• How thinking small can win big. The power of small, incremental changes
• Simple ways to reduce friction and build trust in moments of change

It’s the perfect time of year to discuss change and works well alongside a previous episode ‘Fresh Start Effect Incoming…’ which dissects our desire for change at certain points in time.

Whether you’re looking to inspire habitual or behaviour change over the coming months, or just keen to understand why you find it difficult to stick to resolutions. This brings together behavioural science, psychology and practical strategy, to help make more sense of the challenge of moving the status quo.

Studies & further reading:

• Samuelson & Zeckhauser (1988) Status quo bias in decision making
• Norcross et al. (2002) New Year’s resolution success rates
• Kahneman & Tversky (1979) Loss aversion and Prospect Theory
• Wikipedia: Status Quo Bias explained

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/

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/