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I often say there is never one thing happening in a Customer Experience; instead, there are multiple things at work. Therefore, one theory or concept will not explain your customers’ behavior; instead, you need the effects of several combined theories.
We have been doing a masterclass series on the podcast about the idea that multiple psychological and behavioral science theories are at work at any given time in your experience. So, you should consider them all as you manage it to your desired outcome.
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