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Loyalist vs deals chaser: Is disloyalty the key to maximising loyalty programmes?

I'm always secretly thrilled if I get some reward when I shop. Sure I'm still spending money but at least I am buying something I need or like, and getting rewarded for it. There are so many rewards programmes out there that every time we buy something, we're probably feeding into one or two of them. If you're pro-rewards and.

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