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...
Loyalty Psychology
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. Hull...
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 conducted...
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 about...
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 is an...
The curious absence of the ‘IKEA Effect’ from the IKEA Family loyalty program
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...
The Psychology of Surprise & Delight in Loyalty
Surprise and delight is very powerful from a consumer psychology perspective. A marketing strategy designed to increase customer loyalty and engagement through...
Loyalty Programs Masterclass, Nov 3rd 2020
Make 2020 more meaningful with the ADMA Loyalty Programs Masterclass. With practical hands-on learning from Australia’s leading loyalty consulting agency, Loyalty &...
Mad Mex, let’s not burrito around the bush
It was lunch time and I had a mission: get some food and join a new loyalty program. I knew there was one place to go. As a fan of Mexican fast food, Mad Mex is a place...
10 things I love about Ritual Rewards…
I love your simple points-based model, easy to join and understand I love your sleek app design, which is always ready in my hand. I love your café recommendations,...