This is a really interesting subject. I guess it does go beyond loyalty card systems and referral schemes.
It brings to mind psychological phenomena such as the notion that people experience loss ten times more than they feel when gaining something. Or the idea that our brain is programmed to find patterns, and changes – we become blind to things that don’t change and we become superstitious when patterns in our interaction with the world are detected.
Malcolm Gladwell talks about the subject to some extend in Tipping Point when he describes the characteristics of those influencers who can tip the balance and achieve a result – be it hush puppies or Paul Revere‘s ride during the American Revolution.
It would be great to see some examples of current brands using behaviourism as a basis for their brand strategy – and perhaps that kind of case study would be just what they expected…