A 10-space coffee card pre-stamped twice will be completed faster than an 8 with no pre-stamps.
Kivetz, Urminsky & Zheng (2006) The Goal-Gradient Hypothesis Resurrected
As humans and other animals approach reaching a goal, their efforts toward that goal increase (Locke & Latham, 1984). Rats run faster as they approach a food reward (Hull, 1934), and humans increase effort as they approach rewards such as gift certiﬁcates (Kivetz, Urminsky, & Zheng, 2006) or goals such as visual ﬁnish lines (Cheema & Bagchi, 2011).
Studies have shown that the goal gradient effect has a powerful effect on social motivation. For instance, a recent study has shown that people are more likely to pitch in as charitable campaigns approach their goals. This is because they feel a greater degree of perceived impact and a heightened level of satisfaction in donating at a later stage.
Sadly though, people are not charitable simply to be kind or to relieve negative emotions. Instead, they ﬁnd satisfaction from having personal inﬂuence in solving a social problem.
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.