"To deliver the critical wow factor that draws consumers into loyalty programs and keeps them there," writes Fred Thompson at MarketingProfs, "marketers must get inside customers' heads."

What you'll find are two hemispheres—logical left and dreamy right—that compete for attention and want drastically different things.

To select the right rewards for your program, he advises, consider doing the following:

Appeal both to functional desires and to aspirational desires. Your mix must find a balance between tantalizing the left brain with good value and tempting the right brain with wish fulfillment.

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