Most B2B products are built on the flawed assumption that users are rational, attentive, and motivated. In reality, they’re overwhelmed, distracted, and just trying to get through their day. (Cognitive overload is very real!)
Whether they’re a buyer evaluating your pricing page or a user working through your onboarding, their attention is fragmented, their decisions are based on habit or heuristics, and their mental bandwidth is limited. You cannot count on them to explore, optimize, or even finish what they start.
Behavioural economics gives product teams the tools to work with these cognitive realities, not against them. It shows how people actually behave under pressure, and how small design choices can significantly change outcomes.
Here are five behavioural principles every B2B product team should understand and apply when designing for adoption, engagement, and long-term value.
1. People aren’t rational
Bounded rationality, a term introduced by Herbert Simon, explains that people rarely seek the best possible option. They choose what feels acceptable or “good enough,” given the time and information they have. In a B2B context, users often default to familiar plans, obvious settings, or the quickest way to get a task off their plate.
