THE PSYCHOLOGY OF LOYALTY: USING SCIENCE AND TECHNOLOGY TO ENCOURAGE REPEAT BEHAVIOR


What is loyalty? By definition, loyalty is “a faithfulness or a devotion to a person, group, or cause.” Yet at its essence, loyalty is also an emotionally charged feeling that influences our actions. And when your patrons feel this about you and your brand, the impact can bring long-lasting results. Ron Evans (Group of Minds, CA) and Carol Jones (CultureHive, UK) will teach you the psychology of loyalty. Together, we will explore what science tells us about the mental processes and emotions involved in one’s sense of loyalty, and how we can apply these in an arts and cultural context. You’ll hear how to translate what the for-profit world is using into your nonprofit organization and you’ll walk away with the practical tools for applying these in the
context of your work, ultimately encouraging your patrons to repeat behaviors in support of your organization.

Everywhere you turn, it seems that someone is launching a new “rewards card” or “loyalty points” program. Perhaps your keychain is filled with plastic cards to prove this. These programs are so popular because they are successful tools to influence consumer behavior. But how do they work? What is going on in our brains when we participate in these programs? Do they always have to involve expensive or complex technology? (Hint: they don’t!). And how can they be implemented in the context of arts and culture experiences? In this preconference, you will dive deep into the psychology and technology of loyalty. You’ll review the current science on the subject and hear how organizations are implementing similar programs. And you’ll create the outline for your own loyalty program that matches the unique needs of your organization.

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