Endowed Progress EffectOpen Access

Endowed Progress Effect

We reach our goals faster when we have help getting started

Giving customers a helping start to reach the new goals you’ve set out for them will lead to greater brand loyalty over time.

Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512.

The study

Setup

Setup

300 customers at a car wash were split into two groups and given one of two different loyalty cards for a free wash upon completion: either one with space for 8 stamps or one for 10 (with 2 spaces pre-stamped).

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

Results

Despite both cards requiring the same amount of effort, completion of the non-pre-stamped 8 card over a 9-month period was only 19% whereas the pre-stamped 10-card was 34%.

Study graph
np_read_2490885_000000

Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512.

Key Takeaways

1
1

Get them started. Endow progress with a fraction of points, stars or a brand-specific measure. Make sure you endow enough to motivate use, aiming for between 10-25% of the total effort required for the first reward.  As well as helping with initial effort, make the reward itself substantial and meaningful to assist habit-forming.

Takeaway image
2
2

Never endow at the end. The closer we are to a goal, the more we value our own internal efforts to complete it. Doing so on their behalf will devalue existing effort, perceived reward value and reduce loyalty strength.

Takeaway image
3
3

Make it seamless. In Christmas 2013, 1 in 8 Americans got a Starbucks Gift Card. On redemption they were automatically endowed with progress in the form of loyalty stars, creating 1.5m new loyalty members as a result. How can you seamlessly channel gift customers through to your loyalty scheme?

Takeaway image
4
4
Takeaway image
Takeaway image
np_read_2490885_000000
np_read_2490885_000000

In further detail

Takeaway image
Endowed Progress Effect

Endowed Progress Effect

We reach our goals faster when we have help getting started

Giving customers a helping start to reach the new goals you’ve set out for them will lead to greater brand loyalty over time.

The study

Setup

300 customers at a car wash were split into two groups and given one of two different loyalty cards for a free wash upon completion: either one with space for 8 stamps or one for 10 (with 2 spaces pre-stamped).

Results

Despite both cards requiring the same amount of effort, completion of the non-pre-stamped 8 card over a 9-month period was only 19% whereas the pre-stamped 10-card was 34%.

study graph
np_read_2490885_000000

In detail

Hungry for more?

Currently being sourced...
Nuggets

Snack on these...

Open access, foundational Nuggets

Scarcity

Scarcity

We value things more when they’re in limited supply

Social Proof

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

Prospect Theory

Prospect Theory

A loss hurts more than an equal gain feels good

Reciprocity

Reciprocity

We’re hardwired to return kindness received

Framing

Framing

We make very different decisions based on how a fact is presented

Loss Aversion

Loss Aversion

We feel more negative when losing something than positive when we gain it

Self-Expression

Self-Expression

We constantly seek out ways to communicate our identity to others

Default Effect

Default Effect

We tend to accept the option pre-chosen for us

Priming

Priming

Our decisions are shaped by memories recalled from things just seen or heard

Anchoring

Anchoring

What we see first affects our judgement of everything thereafter

Autonomy Bias

Autonomy Bias

We have a deep-seated need to control our situations

Fast & Slow Thinking

Fast & Slow Thinking

We make knee-jerk spontaneous decisions that can cause regretful damage

Status Quo Bias

Status Quo Bias

We tend to stick with our previous choices, even if the alternatives might be better

Dynamic Norms

Dynamic Norms

We’re more likely to change if we can see a new behavior developing

Round Pricing Preference

Round Pricing Preference

We prefer and trust whole numbers over those ending in a 9

Salience

Salience

Our choices are determined by the information we're shown

Connected to

All Nuggets, data & takeaways

Academic data

Key takeaways

Pairings

Cheat Sheets

Collect Nuggets

Nuggets In The Wild

Monthly Coglode Live calls

Hungry for more?

Savour all of Coglode Cookbook

Sign up

Running workshops?

Endowed Progress Effect

is included in Box One of our physical workshop tool
is included in Box Two of our physical workshop tool.
© 2013-24 Coglode

What's Cooking?

New Nugget In The Wild

How Experian's CreditLock creates calm with well-designed control
How Experian's CreditLock creates calm with well-designed control
This week
Mar 2024

New Cheat Sheet

New "Overcoming Status Quo" Cheat Sheet
New "Overcoming Status Quo" Cheat Sheet
This week
Mar 2024

Improvement

Simplified navigation
Simplified navigation
This week
Mar 2024

Improvement

After ten years, just who is behind Coglode?
After ten years, just who is behind Coglode?
This week
Feb 2024

Feature

Interactive Defaults Tool released
Interactive Defaults Tool released
This week
Jan 2024

Coglode Live

Defaults Live video and deck now available
Defaults Live video and deck now available
This week
Jan 2024

Cure

Cancelling Amazon Prime - An interactive, behavioural remedy
Cancelling Amazon Prime - An interactive, behavioural remedy
This week
Aug 2023

New Nugget In The Wild

How new browser Arc overcomes Status Quo bias with Boosts and Zaps
How new browser Arc overcomes Status Quo bias with Boosts and Zaps
This week
Jul 2023

New Cheat Sheet

New "Overcoming Risk Aversion" Cheat Sheet
New "Overcoming Risk Aversion" Cheat Sheet
This week
Jul 2023

Feature

Cheat Sheets redesigned - Includes Checklists
Cheat Sheets redesigned - Includes Checklists
This week
Mar 2024

Coglode Live

Self-Expression Live video and deck now available
Self-Expression Live video and deck now available
This week
May 2023

Coglode Live

Self-Expression Live event announced
Self-Expression Live event announced
This week
Apr 2023

Coglode Live

Feedback Loops video and deck now available
Feedback Loops video and deck now available
This week
Apr 2023

Feature

Figma Behavioral Design System released
Figma Behavioral Design System released
This week
Apr 2023

Feature

Figma Behavioral Design System sneak-peek
Figma Behavioral Design System sneak-peek
This week
Apr 2023

Coglode Live

Feedback Loops Live event announced
Feedback Loops Live event announced
This week
Mar 2023

Coglode Live

Prospect Theory video and deck now available
Prospect Theory video and deck now available
This week
Mar 2023

New Nugget In The Wild

Reframing service fees as benefits
Reframing service fees as benefits
This week
Mar 2023

Feature

Cookbook for Teams announced
Cookbook for Teams announced
This week
Mar 2023

New Nugget In The Wild

Deliveroo's tipping system, behaviourally deconstructed
Deliveroo's tipping system, behaviourally deconstructed
This week
Feb 2023

Improvement

Nuggets In The Wild component redesigned and rebuilt
Nuggets In The Wild component redesigned and rebuilt
This week
Feb 2023

Feature

Completed core of forthcoming Nuggets Library for Figma
Completed core of forthcoming Nuggets Library for Figma
This week
Feb 2023

New Nugget In The Wild

Flora case study into overcoming stagnant social proof
Flora case study into overcoming stagnant social proof
This week
Feb 2023

Coglode Live

Open Access Prospect Theory Event added
Open Access Prospect Theory Event added
This week
Feb 2023

New Nugget In The Wild

Case study that reframes product waste into a playful second life for cats
Case study that reframes product waste into a playful second life for cats
This week
Feb 2023

Improvement

Improved persistent login pane
Improved persistent login pane
This week
Feb 2023

New Pairing

New combo of Nuggets that reinforce the 'best' choice centrally
New combo of Nuggets that reinforce the 'best' choice centrally
This week
Feb 2023