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Richard Shotton: Uncertain rewards are the answer to enhancing loyalty schemes

Cover of The Choice Factory by Richard Shotton Contrary to common belief, consumers are more likely to take action if the incentive is of uncertain value, offering a way to make loyalty schemes both cheaper and more effective.

... Not only are uncertain rewards better at changing behaviour but they also cost less.

... Richard Shotton is deputy head of evidence at Manning Gottlieb OMD and author of The Choice Factory. He tweets at @rshotton.
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