# Professor Russell Winer is interviewed about consumer choice, marketing and social media

1 Faculty News September 19, 2016 ![Livemint logo](/sites/default/files/styles/246w/public/assets/images/livemint%20feature.jpg?itok=nIqY0pI_)>

Excerpt from [Livemint](http://www.livemint.com/Consumer/CCA0Blg58e0yBdSeuLiQtL/Too-much-choice-can-confuse-consumers-marketing-guru-Russ.html) -- "The problem with loyalty programmes is that there are too many of them, they are undifferentiated (i.e. the benefits are similar so they don’t offer unique benefits), and difficult for consumers to use with some exceptions like airlines and hotels. The best way for companies to build loyalty is not through gimmicks but by investing in their brands by constantly innovating and offering clear value propositions to their target audiences."

[Read more](http://www.livemint.com/Consumer/CCA0Blg58e0yBdSeuLiQtL/Too-much-choice-can-confuse-consumers-marketing-guru-Russ.html)