Goal Gradient Effect
Motivation & Engagement
Goal Gradient Effect
The tendency to accelerate effort as one approaches a goal. First demonstrated in rats by Clark Hull, later confirmed extensively in human behaviour.
Explained
- Motivation rises as people sense a goal getting closer.
- Effort accelerates near the finish, so the last stretch of a progress bar moves fastest.
- Showing progress, and showing it as nearly done, pulls people forward.
- A loyalty card pre-stamped a couple of times gets completed more often.
In the wild12 screens
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