What is the Norm of Reciprocity? The reciprocity norm refers to an expectation that people will help those who helped them (Gouldner, 1960)[1]. For example, one...
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Articles
Why progress is motivating: the loyalty psychology behind the Goal Gradient Effect.
Goal Gradient Effect First reported by Hull (1934)[1], the Goal Gradient Effect states that the tendency to approach a goal increases with proximity to the goal....
EonX launch a world-class gamified employee communications tool
EonX develop fully-branded enterprise platforms for organisations looking to better connect, reward and securely transact with their members, customers and...
Exploring the use of Scarcity Bias in loyalty programs
What is a Scarcity Bias? The scarcity effect (Worchel et al, 1975)[1] states the more difficult it is to acquire an item, the more value that item has. They...
Moral Self-Licensing: Why We Reward Good Behaviour With Indulgence
“I’ve been running every day, but I haven’t had this many snacks in years” is what the creator of the hit sci-fi show ‘Black Mirror’ said in a recent interview...
Benefitting from behavioural biases
If loyalty programs aim to positively influence consumer behaviour, then understanding how consumers make decisions and the factors that influence decision making...
The Power of Digital EQ
I wanted to share an excellent example of acknowledgement, personalisation and customer engagement by Uber Eats – all thanks to a combination of really smart...
Why personalisation is essential to customer loyalty
Brands and marketers are increasingly recognising that personalisation is essential to building customer loyalty. Loyalty programs provide a great opportunity to...
4 consumer expectations for loyalty programs post COVID-19
Like many people enduring lockdown, I’ve had plenty of time to think. One of the questions I’ve been grappling with for loyalty program operators, is how will...
#COVIDSafe needs a loyalty program strategy to boost downloads
The Australian government has launched a tracing app to fight Covid-19, and is encouraging Autralians to download it. When citizens download the app, they are...
Are my Velocity Points safe?
Virgin Australia has been forced into voluntary administration after the coronavirus restrictions have crippled their cash flow. The airline communicated to the...
Are you practicing loyalty program hygiene during COVID-19?
Personal hygiene like washing hands, covering coughs and cleaning surfaces is critical to staying healthy during this time. Good personal hygiene practices are...