Loyalty

Status

We constantly look for ways to improve how others see us

Reciprocity

We’re hardwired to return kindness received

Endowed Progress Effect

We reach our goals faster when we have help getting started

Rewards

We change our behavior when given gifts that reinforce actions and goals

Limited Access

We place greater value in things when there are barriers placed around them

Tiny Habits

We're more likely to reach goals when broken down into smaller ones

Goal Gradient Effect

Our efforts increase the closer we are to task completion

Reciprocity Decay

Our desire to give back wanes rapidly with time

Entourage Effect

Our status is elevated when we share our VIP treatment

Pairings

Loyalty

Offer a mix of constant and changing choices

In our product choices, we humans crave a complex mix of familiarity and newness. We know what we like, but we're also keen to seek out new experiences. Brands should embrace this, offering a small range of product choices that are either immovable, or variable.

UK eatery Honest Burgers do a great job here, providing a small number of always-on-the-menu burger options alongside other burgers that change by month or by store location.

Where can you provide this mix in the product choices you present to users? First, define what products or features should *never* change.

Second, how you can encourage curiosity and exploration with new ideas, driven by cross-brand collaboration, season or a new technology or ingredient, for instance?

Loyalty

Make memories social to trigger a desire for new ones

Positive memories are rarely experienced in isolation. Instead, we tend to reminisce together about the past. If you're using nostalgia in your communications, frame messages as a reciprocal question to others, like "Do you remember this too?". Airlines, holiday and events firms or any experiential companies can use this.

What shared past experiences can you surface to start a reciprocal journey down memory lane? Next: make it easy to make brand new memories together.

Loyalty

Status

We constantly look for ways to improve how others see us

Reciprocity

We’re hardwired to return kindness received

Endowed Progress Effect

We reach our goals faster when we have help getting started

Rewards

We change our behavior when given gifts that reinforce actions and goals

Limited Access

We place greater value in things when there are barriers placed around them

Tiny Habits

We're more likely to reach goals when broken down into smaller ones

Goal Gradient Effect

Our efforts increase the closer we are to task completion

Reciprocity Decay

Our desire to give back wanes rapidly with time

Entourage Effect

Our status is elevated when we share our VIP treatment