Using the goal gradient hypothesis to help people cross the finish line
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Our perception of progress can impact our overall drive to reach a goal
The goal gradient hypothesis posits that our efforts increase as we get closer to achieving a goal: when the reward is in sight, we feel incentivized to reach the finish line.
Designers and decision-makers can effectively use goal gradients as a motivational tool.
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The concept of a goal gradient
- The goal gradient hypothesis was first introduced by Clark Leonard Hull in 1932.
- In 2006, researchers Ran Kivetz, Oleg Urminsky and Yuhuang Zheng followed up on Hull's work by testing the hypothesis on rats. Rats ran faster the closer they got to food rewards.
- This phenomenon can also be observed in marathon runners who run faster once they reach the finish line.
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The impact of the goal gradient hypothesis
- Goal gradients do not only impact our motivation but also impact how helpful or socially minded we might be.
- Research suggests that the impact of a goal gradient can be affected by your power status.
- Those who perceive themselves to be in a position of low social or professional power are more likely to be motivated by proximity to a goal.
- Conversely, goal proximity may be of less importance to those who feel more powerful.
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How you can motivate others to achieve their goals
- Offer a head start.
- Track and acknowledge progress.
- Break down milestones.
- Customer loyalty can be encouraged by the insertion of small milestones on the way to the main milestone.
- Celebrate micro-wins to make goals feel more achievable.
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Michael Mcbride's ideas are part of this journey:
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