Goal gradient effect

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The goal gradient effect is a behaviorist phenomenon in which a person exerts more effort to reach a goal the closer that person is to that goal. This means that the motivation to achieve a goal is directly dependent on the (perceived) distance to the goal in such a way that it increases with increasing (perceived) proximity to the goal.

origin

The term goal gradient effect was first used in 1932 by behaviorist Clark L. Hull and later developed by Neal E. Miller . Hull observed in experiments that rats ran increasingly faster the closer they got to their target (food) at the end of a maze. To do this, he developed an experimental route with electrical contacts, which he could use to record exactly how much time the rats needed to cover the individual areas. In another experiment in 1948, Judson S. Brown, a student of Miller, buckled rats into special harnesses and placed them on a course that had food at the end. The rats were stopped at different points along the route. Rats that were near the beginning of the trail hardly pulled on their harness. The closer they were to the goal and thus to reaching the feed, the harder they pulled on their harness in order to be able to continue walking. According to the theory, being closer to the goal increased their motivation to achieve the goal.

Research on the goal gradient effect in humans

Consumer behavior

In 2006, Kivets, Urminsky and Zheng published a study that showed the effect of the Goal Gradient Effect on consumer rewards. They observed the consumer behavior of coffeehouse visitors who took part in a “Buy 10 coffees, get the 11th free coffee” campaign. It was found that consumers consumed coffee more often and at shorter intervals the closer they got to free coffee. In addition, it was found that the participants spent an above-average amount of time talking to the employees, thanking the employees more often and tipping them more often.

The goal gradient effect even occurs when the proximity to the goal is created artificially. For example, consumers who already had 2 stamps entered on a 12-stamp coffee card (“Buy 12 coffees, get the 13th free coffee”) bought the 10 coffees they needed in a shorter period of time than those who had one Received regular 10 stamp coffee card. Even though the first two entries were not made from my own effort, it still created the illusion of approaching the goal (free coffee).

Social motivation

In a 2013 study, Cryder, Loewenstein, and Seltman showed that the goal gradient effect can also have an impact on social motivation. They were able to show that people were more willing to donate to charitable causes if the organization they supported was close to reaching a donation goal.

literature

  • Heilizer, F. (1977). A Review of Theory and Research on the Assumptions of Miller's Response Competitions Models: Response Gradients. The Journal of General Psychology , 97 , 17-71. doi : 10.1080 / 00221309.1977.9918503 .
  • Hull, CL (1932). The Goal Gradient Hypothesis and Maze Learning. Psychological Review , 39 , 25-43. doi : 10.1037 / h0072640 .
  • Hull, CL (1934). The Rats' Speed ​​of Locomotion Gradient in the Approach to Food. Journal of Comparative Psychology , 17 , 393-422. doi : 10.1037 / h0071299 .
  • Miller, NE (1944). Experimental Studies of Conflict. In J. Hunt (Ed.), Personality and the Behavior Disorders (pp. 431-465). Oxford: Ronald Press.

Individual evidence

  1. ^ Brown, JS (1948). Gradients of approach and avoidance responses and their relation to motivation. Journal of comparative and Physiological Psychology , 41 , 450-465. doi : 10.1037 / h0055463 .
  2. ↑ Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention. Journal Of Marketing Research , 43 (1), 39-58. doi : 10.1509 / jmkr.43.1.39
  3. ↑ Cryder, CE, Loewenstein, G., Seltman H. (2013). Goal gradient in helping behavior. Journal of Experimental Social Psychology , 49 (6), 1078-1083. doi : 10.1016 / j.jesp.2013.07.003 .