Why are we likely to continue something we've invested time, money or effort in, even if it would be rational to give it up? Because of the sunk cost effect, which...
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Articles
Loyalty Psychology Series: Behavioural and Attitudinal Commitment Theory
Behavioural commitment (the intention to stay) and attitudinal commitment (the preference for a company) are important concepts within the loyalty program context....
Why use Third Party Aggregators for your Member Benefits Program?
With member benefits programs increasing in prevalence and popularity (where loyalty programs provide third-party offers to their members such as discount movie...
Digital wallets, payments and convergence in loyalty
Loyalty programs can introduce payments and digital wallet capabilities via app solutions which allow members to hold everything in a single place (convergence)....
Loyalty Psychology Series: Cognitive Dissonance Theory
An area of consumer behaviour that needs particular attention is understanding ‘Why customers return products?’, especially given the costs associated with such a...
Mums and loyalty
I’m BACK from maternity leave and I’ve learned a LOT. I know so much more about myself, babies, mums, mess, mayhem and more. Over the last 9 months of caring for...
100 loyalty points sounds like a lot more than $1. Why? Loyalty psychology tells us.
Influencing consumer behaviour Loyalty programs aim to influence consumer behaviour. Therefore, understanding how consumers make decisions and the factors that...
Your Artificial Intelligence and Machine Learning Loyalty Use Case Toolkit
Loyalty programs are data collection machines. Across the globe, many companies are already experimenting or heavily using either machine learning or artificial...
Loyalty Psychology Series: Social Identity Theory
Psychology has demonstrated that consumers do not just feel emotional connections to preferred brands, but they adopt them as part of their identity. Tajfel (1978)...
Loyalty Psychology Series: The Law of Effect & Exercise
The Law of Effect and Exercise, what is it and how does it relate to business? It sounds like a type of workout. Many may not know that there are psychological...
Receipt Scanning in Loyalty Programs
Receipt scanning is a form of loyalty technology where a member is able to take a photo of their receipt via their smartphone, which they can upload to receive...
Loyalty Psychology Series: Customer Delight and Decision Affect Theory
Customer delight is a powerful strategy that brands can use either tactically or as an ongoing technique to drive deeper member engagement. The emotion of...