Is customer loyalty irrational?

Customer loyalty to particular brands is often viewed as irrational, but Rory Sutherland sees this as a dangerous view in marketing, as it seems to suggest that to make decisions based on emotional reasons are 'wrong'.

Is customer loyalty irrational?

Rory SutherlandOgilvy

From an economist's point of view, customer loyalty is irrational. But perhaps emotion is the key to our evolution.

Why should we get married?" an economist asks his girlfriend in Stephen Grosz's The Examined Life. "I choose you every day."

There seems to be a general assumption that loyalty is irrational. Lovemarks inspire "loyalty beyond reason", according to Kevin Roberts.

Google the term 'loyalty' and you will find statements like this: "Customer loyalty, by definition, is not rational. In economic terms, rationality means people will choose the product or service that...

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