Choiceology with Katy Milkman cover image

So Close to the Prize: With Guests Oleg Urminsky & Brian Zinn

Choiceology with Katy Milkman

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The Goal Gradient in Human Activity

The goal gradient is a tricky thing to test in people, says David Perry. He and his colleagues looked at loyalty programs like buy 10, get one free coffee on campus. They measured how long it took people to come back for their next coffee as a function of how many stamps they already had on their card. When you have only one stamp on your card, nine to go, are you going to be less motivated? And therefore it'll take you longer to come back and buy another coffee,. Then if you already have eight stamps and only two left to go, that's exactly what we found.

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