Save to My Latticework unsave

Goal Gradient Effect
Goal Gradient Effect
Goal Gradient Effect
save0 saved view6.8K views
Share this with your network
Share this with your network
Overview

Are you struggling to motivate yourself or others to reach goals? 

The G ...

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Si verbum sequimur, primum longius verbum praepositum quam bonum. Duo Reges: constructio interrete. Primum cur ista res digna odio est, nisi quod est turpis? Vide igitur ne non debeas verbis nostris uti, sententiis tuis. Quid in isto egregio tuo officio et tanta fide-sic enim existimo-ad corpus refers? Et ille ridens: Video, inquit, quid agas;

Cur igitur, cum de re conveniat, non malumus usitate loqui? Quid ergo aliud intellegetur nisi uti ne quae pars naturae neglegatur? Sed haec omittamus; Istic sum, inquit. Nonne videmus quanta perturbatio rerum omnium consequatur, quanta confusio? Quid de Platone aut de Democrito loquar? Hi curatione adhibita levantur in dies, valet alter plus cotidie, alter videt. Sed ad haec, nisi molestum est, habeo quae velim.

Ad eas enim res ab Epicuro praecepta dantur. Hinc ceteri particulas arripere conati suam quisque videro voluit afferre sententiam. Quid est, quod ab ea absolvi et perfici debeat? Haeret in salebra. Est igitur officium eius generis, quod nec in bonis ponatur nec in contrariis. Cum salvum esse flentes sui respondissent, rogavit essentne fusi hostes. Ut in geometria, prima si dederis, danda sunt omnia. Praeterea et appetendi et refugiendi et omnino rerum gerendarum initia proficiscuntur aut a voluptate aut a dolore.

Share this model with your network to be smarter, faster, together!
Actionable Takeaways
  • Show progress towards a goal. 

Provide your audience with a visual representati ...

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam prius a se poterit quisque discedere quam appetitum earum rerum, quae sibi conducant, amittere. Traditur, inquit, ab Epicuro ratio neglegendi doloris. Fatebuntur Stoici haec omnia dicta esse praeclare, neque eam causam Zenoni desciscendi fuisse.

In his igitur partibus duabus nihil erat, quod Zeno commutare gestiret. Quicquid porro animo cernimus, id omne oritur a sensibus; Quid enim tanto opus est instrumento in optimis artibus comparandis? Ego vero volo in virtute vim esse quam maximam; Duo Reges: constructio interrete. Eadem nunc mea adversum te oratio est. Primum in nostrane potestate est, quid meminerimus? Sin kakan malitiam dixisses, ad aliud nos unum certum vitium consuetudo Latina traduceret. Nam his libris eum malo quam reliquo ornatu villae delectari.

Quo plebiscito decreta a senatu est consuli quaestio Cn. Maximus dolor, inquit, brevis est. Quae sequuntur igitur? Tollitur beneficium, tollitur gratia, quae sunt vincla concordiae.

Limitations

A variation on the Goal Gradient Effect was posed by marketing academic and researcher Andrea Bonezzi, who argued that “motivation to engage in goal-consistent behavior can be higher when people are either far from or close to the end state and lower when they are about halfway to the end state.”  Thus rather than focusing on the end aspect of the journey, Bonezzi describes a ‘U-shaped’ model of motivation, with the problematic middle between starting point and end goal. 

In Practice

Contributing to charities. 

This study entitled Goal Gradient in Helping Behavior, found that “People are more likely to pitch in as charitable campaigns approach their goals. Such “goal gradient helping” occurs in part because late-stage efforts provide donors with a heightened sense of personal impact, an influential source of satisfaction from prosocial acts.” 

Car wash loyalty. 

This 2006 study, similar to the cited coffee loyalty card example in the summary above, used loyalty cards for a car wash. In this case, one card had 8 spots to fill for a free car wash, the other had 10 with two already stamped. The group given the perceived head start resulted in a 34% engagement rate in the loyalty program compared to 19% for the others.

Build your latticework
This model will help you to:

d

Origins & Resources

The Goal Gradient Effect was first identified by Clark Hull during the 1930s in relation to animals, particularly his study of rats accelerating their pace closer to the end of a maze and a food reward. Hull, an engineer by background, went on to break down his observations and interpret them as a mathematical formula which he outlined in his book Principles of Behaviour.  

The effect was expanded to humans in a 2006 study by Ran Kivetz et al. The authors of that study explained: “The key findings indicate that (1) participants in a real café reward program purchase coffee more frequently the closer they are to earning a free coffee; (2) Internet users who rate songs in return for reward certificates visit the rating Web site more often, rate more songs per visit, and persist longer in the rating effort as they approach the reward goal; (3) the illusion of progress toward the goal induces purchase acceleration (e.g., customers who receive a 12-stamp coffee card with 2 preexisting “bonus” stamps complete the 10 required purchases faster than customers who receive a “regular” 10-stamp card); and (4) a stronger tendency to accelerate toward the goal predicts greater retention and faster reengagement in the program.”

My Notes

    Nothing here yet. Join ModelThinkers and login to be the first to comment.
Already a ModelThinkers member? Please log in here.

Oops, That’s Members’ Only!

Fortunately, it only costs US$5/month to Join ModelThinkers and access everything so that you can rapidly discover, learn, and apply the world’s most powerful ideas.

ModelThinkers membership at a glance:

Small mark
UNLOCK EVERYTHING
Access all mental models and premium content.
Small mark
BUILD YOUR LATTICEWORK
Save models to your personal list.
Small mark
QUICKLY MEMORISE MODELS
Use our Learn function to embed models to memory
Small mark
PERSONALISE MODELS
Add your own notes and reminders.
Small mark
BUILD YOUR ‘EXTERNAL BRAIN’
Discover a new idea? Capture it by adding a new model.
Small mark
JOIN THE MT COMMUNITY
Rate models, comment and access exclusive events.

“Yeah, we hate pop ups too. But we wanted to let you know that, with ModelThinkers, we’re making it easier for you to adapt, innovate and create value. We hope you’ll join us and the growing community of ModelThinkers today.”

Arun Pradhan & Shai Desai
CoFounders, ModelThinkers.

You Might Also Like:

- Actionable summaries of the world's most powerful ideas.