I am constantly reminded that customers don’t always behave the way the say they will, or the way we think they will. Earlier this month I read an article in the New York Times, Why Trying New Things Is So Hard to Do. Then over the weekend I read Dan Ariely’s column Ask Ariely, in which he cited the impact of the endowment effect. A couple years ago, I wrote a blog post, The Myth of the Rational Consumer, in which I discussed car loyalty. All these articles pointed to behavioral traits that make customers loyal.