Podcast 86 - Rory Sutherland on Behavioral Science and Loyalty
From Loyalty Wired by Loyalty Wired
January 19, 2026 · 52 min
About this episode
Rory Sutherland and Jordan Buck discuss the psychology behind consumer behavior in loyalty programs.
Loyalty marketing only works because humans don’t behave like machines. In this episode, Rory Sutherland and behavioural scientist Jordan Buck unpack the seemingly irrational behaviour we see in real loyalty programmes — and explain the psychology that makes it predictable, repeatable, and commercially useful. If you design rewards, communications, or loyalty strategy, this episode will change how you think about what really drives response.
People in this episode
Host: Loyalty Wired
Guest: Rory Sutherland
Topics covered
- behavioral science
- loyalty marketing
- consumer behavior
- psychology
- loyalty programs
Keywords
- loyalty marketing
- behavioral science
- consumer behavior
- psychology
- loyalty programs
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