Loyalty Economics: Shaping – And Then Re-Shaping – Habit for Maximum Return
Early experience defines a customer’s long-term pattern — but that’s only half the story. Once behaviour stabilises, incentives can be used not to maintain the habit, but to disrupt it deliberately and steer value in more profitable directions.
Habit Formation: What Memory Engrams Teach Us About Repeat Customer Behaviour
Recent neuroscience shows that once a behaviour is encoded in memory, familiar cues can reactivate it – but the most enduring habits mix stability with surprise. Loyalty grows when the mechanics are predictable and the outcomes unpredictably delight.