This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

This episode is our first one in the "Wiser Loyalty" podcast series, hosted by Bill Hanifin and Aaron Dauphinee.

Listen to our industry experts discuss a construct from their Certified Loyalty Marketing Profressional™ (CLMP™) curriculum and explain the meaning of "self-determination theory" and why it's an important concept for loyalty marketers to understand.

They also discuss the increasing importance of understanding the psychology of consumer buying behavior, including some real examples of brands that are already adopting these underlying drivers, in order to drive their program's performance.

Show Notes:

1) Bill Hanifin⁠

2)Aaron Dauphinee

3) The Wise Marketer