Can you rationalize why a piece of art moves you? Why you have chemistry with one person over another? Why you like one piece of software more than another that does the same thing? Our decisions are not driven by logic, they are driven by emotion.

True loyalty is emotional and irrational, and often at odds with our survival instinct. To achieve it, brands are better off with membership programs than the point schemes. Figuring out a good membership scenario is even more important today with a proliferation of subscription models, private chat rooms, and an ever-increasing costs of paid... See more