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The Illusion of Progress – accelerating behaviour closer to your goal

by on 9 April, 2013

Excerpt from ‘Bunnyfoot’ two minute article on how creating the illusion of progress in a task can encourage people to finish it, i.e. completing forms, loyalty cards, etc.

“... tested two different designs of a coffee shop loyalty card: one (Card A) had 10 boxes for stamps all of which were blank, and one (Card B) had 12 boxes for stamps – two of which were pre-stamped. In both cases customers had to buy 10 coffees to get one free one, but the research found that customers using Card B filled their cards more quickly than customers using Card A. This is put down to the goal gradient effect, which states that you will accelerate your behaviour as you progress closer to your goal – which seems to be true even if the progress is an illusion and is only ‘perceived’ by the user.”

Read the full article here.

From → Customer Insight

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