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.

• 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...

• 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 professio...

• 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.