Developing an emotional connection between a customer and a brand generates many positive outcomes; a willingness to pay more, stronger commitment, word of mouth...

Developing an emotional connection between a customer and a brand generates many positive outcomes; a willingness to pay more, stronger commitment, word of mouth...
When conversing with clients, I often get asked the question ‘what’s your favourite loyalty program?’ I’m always joining, engaging with and contributing to hundreds of...
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 person...
Creators Club is the loyalty program of global mega-brand Adidas. It is always surprising to engage with the loyalty programs of major brands and discover poor design,...
I was recently interviewed by Al Lalani from Annex Cloud, as part of their Market Movers series. https://youtu.be/qmotAIdwBD8 We had a wide-ranging conversation that...
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. Hull...
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 conducted...
“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 about...
If loyalty programs aim to positively influence consumer behaviour, then understanding how consumers make decisions and the factors that influence decision making is an...
What is the IKEA Effect? Norton et al (2011)[1] coined the ‘IKEA Effect’ as the title of their research paper, which detailed the value consumers placed on...