BEHAVIOURAL BIAS SPOTLIGHT: GOAL GRADIENT EFFECT

VISUALISE GETTING TO THE FINISH LINE

The closer we see ourselves to a goal, the more motivated we are to complete it.

In one study, experimenters distributed coffee reward cards,with 10 stamps earning a free cup of coffee.

Condition 1: a 10-stamp card with no stamps filled.
Condition 2: a 12-stamp card with two stamps already filled in.

Participants in the second condition purchased more coffee and at a higher rate than participants in the first condition. Furthermore, participants accelerated their coffee consumption when they got closer to their prize.

UNSEEN OPPORTUNITY: Ensure the first step of any journey is simple to accomplish and continue to recognise progress along the way. Avoid making people feel they are starting afresh.

References:

Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention. Journal of Marketing Research, 43(1), 39–58.