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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