ZESTxAmex – The Science of Shopping, with Plenti Rewards

American Express officially announced its new Plenti Rewards Program earlier this year, giving consumers access to earning points that turn into cash that can be used at participating Plenti partners including Macy’s, AT&T and Exxon Mobil. Dr. Paul Zak, director of the Center for Neuroeconomics Studies and founder ofconducted a study with American Express that proved that modest financial wins, or everyday wins improve consumers happiness, reduce stress and build store loyalty.


He also concluded that modest financial wins at checkout after shopping, reduced stress hormone levels and elevated oxytocin levels by 67 percent – making you happier than if you received a box of chocolate.

“Essentially, it’s building this social relationship where now you feel cared about, you feel loved by a store experience,” Zak says. “The oxytocin takes effect on the brain for about half an hour, so for at least half an hour after you’ve gotten that reward, you are a nicer, kinder, more passionate person.”

Executives at American Express found Zak’s research to be very useful and took those insights and implemented them into their newly launched Plenti rewards program.

To see how ZESTxLabs can provide a customized consumer neuroscience solution for your business, please say hello to mel@zestxlabs.com.