Loyalty explained using Economics (Iso-guilt curve)

 "Loyalty" is such fuzzy word that everybody wants it but nobody knows the definition. After reading and introspection, I could conclude that when a person is presented with options, loyalty acts as a moral compass. Everyone takes decision based on logic and magic. Probably this magic is "Loyalty". This magic may come from a product, employer or your life partner! This magic is known as Brand. 

In Economics, one of my favorite graph was indifference curve i.e. Consumer can select various quantity of Good A or Good B to get same level of satisfaction. Similar relationship can be explained  between level of Capital (Technology) and Labor to get constant level of output. So, I am coining a word iso-guilt curve. i.e. One balances between logic and magic to decide on options with same level of guilt. 

In current capitalism era, the brand loyalty has become questionable. E.g. based on price discount (logic) one may select Flipkart or Amazon, Ola or Uber, Swiggy or Zomato. The amount of discount may vary depending on person's level of guilt. The same is true for employee's loyalty. 

However, one thing is pretty clear that mankind has become very sensitive in today's social media era. If all features/ experiences can be categorized in hygienic and motivator (as per herzberg two factor theory), the hygienic area has increased drastically in comparison to motivator area. It is very easy, now, to offend/ dissatisfy one than motivate. So one wrong experience from brand or employer and entire iso-guilt curve collapses towards origin.