#50 people are more motivated as they get closer to a goal

Stamping Cards – which is faster

Card A ten boxes – Card B 12 Boxes first two stamped

Card B is faster – reason goal-gradient effect

Goal-gradient effect – 1934 Clark Hull – You will accelerate your behavior as you progress closer to your goal.

Takeaways:

The shorter the distance to the goal, the more motivated people are to do it.

You can get this extra motivation by the illusion of progress.

People enjoy being part of a reward program.

Motivation and purchases plummet after a goal has been reached.

You are most at risk of losing your customer right after the goal has been reached.