Increase motivation

Self Serving Bias

Own successes and failures of others.

Hand-drawn two faces with grade cards: smiling dark-red face with “Note 1+”, angry pink face with “Note 5” and a caption “Blöde Lehrerin”.

How it works

People take more responsibility for successes than for failures. They attribute successes to their own ability and failures to the failure of others.

When to use it

Use the effect if you want to motivate your visitors and increase their willingness to purchase your product.

Avoid this

Avoid any negative customer experience on your website.

Online examples from practice

User Experience

Prevent people from not getting along with your product, otherwise they will blame you.

  • Give your users a helping hand.
  • Offer support if you notice that your customers are interrupting the process.
  • Have supporting information ready.
Taxfix email text with a waving hand emoji, a sentence stating that 3 of 4 users wait for documents, and the first list item Nebenkostenabrechnung.
Taxfix email text with a waving hand emoji, a sentence stating that 3 of 4 users wait for documents, and the first list item Nebenkostenabrechnung.

All 80 triggers as a printed card set

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