Loyalty comes in different forms and is generally seen as a highly valued human characteristic. It is defined as the commitment to consistently purchase your favorite products or services over and over again (Oliver's, 1999 p.34). A Loyalty Program (LP) is a marketing exercise designed to reward repeat shoppers (using discount cards, points cards, club/discount cards, gifts and exclusive services). Some argue that LPs are only made to make consumers addicted to specific brands. This essay provides evidence that LPs intend to provide benefits to consumers by covering a multitude of their needs beyond just financial benefit. Furthermore, the paper argues that the choice to join or leave LP is ultimately up to end users. Often multiple brands within a product category are supported at the same time. Rational choice theory states that economic agents perform market transactions with a predefined and complete set of preferences. With limited information, budget, and time to make a decision, consumers strive for maximum satisfaction, known as utility (microeconomics). Buying from the same supplier again: Previous satisfaction would prevail over any other argument. If expectations were met or exceeded, the search phase of a new decision-making process would be shortened, saving consumers valuable time and limiting costs, which in turn helps maximize the perceived value of the product. Therefore, loyalty programs would only be successful if designed to maximize customer-perceived value by increasing the total benefit of the offering or cutting the total cost to the consumer.” A loyalty program is best viewed by the consumer when the benefits are clear, bringing more value than the costs of participation. A membership card could be a relationship… at the heart of the card… the highest priority should be given to consumer satisfaction. Only a marginal effect could be expected from restrictive policies such as switching costs. People would continue to value their own interests more than the losses incurred by abandoning the seller. The potential of loyalty programs to force rational consumer behavior is questioned. Rational choice theory provides a compelling argument that many reward structures sincerely strive to fully satisfy consumer needs. The experiments support the statement by listing the variety of benefits enjoyed by program members, who prove rational in choosing one or more reward schemes taking care of their satisfaction first and foremost. Loyalty programs appear to maintain a strong position in the market, maintaining a balance between the objectives of their creators and the benefits provided to consumers.