Cyrus McCandless on what separates habit and loyalty
17 Feb 2023
Cyrus McCandless on what separates habit and loyalty

In many sectors, customer loyalty is believed to be a make-or-break factor in the success of a business. But what differentiates loyalty from habitual purchases? We spoke to neuroscientist Cyrus McCandless to understand the spectrum of loyalty and habit when it comes to consumer-brand engagement.

Dr. Cyrus H. McCandless

Dr. Cyrus H. McCandless is a neuroscientist-turned-marketing expert who is the vice president of scientific discovery and innovation at Sentient Decision Science. His support and research on neurophysiology helped him win four federally-funded awards to further bolster his knowledge creation on behavioural and cognitive neuroscience.

Riani Kenyon

Riani Kenyon is a caffeinated Zillennial who is hopelessly addicted to The Sims 4 and binge-watches her latest anime obsession when she’s not busy bopping to early 2000’s K-pop. Beyond being a nerd, she has worked on initiatives for the UN Academic Impact and the UK Model WHO, and also explored politics while interning at the House of Commons.