The Goal Gradient Effect describes how motivation increases the closer you get to a goal. This effect is manifested in the fact that people (and animals) expend more effort and attention when the goal is within reach, while goals that are further away often generate less motivation.

Origin

This relationship was investigated by Clark L. Hull, who observed it in experiments with rats in 1932 and called it the «Goal-gradient hypothesis». The principle was later taken up by researchers in the marketing environment, among others, to explain user behavior in bonus and loyalty programs.

  • Hull, C. L. (1932). The goal-gradient hypothesis and maze learning. Psychological Review, 39(1), 25–43.
  • Kivetz, O. & Simonson, I. (2002). Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research, 39(2), 155–170.

Application in UX and UI design

In UX and UI design, the Goal Gradient Effect can be used to make it visually clear to users how they are progressing and thus increase their motivation. For example, progress bars or step-by-step displays that provide continuous feedback on how close they are to completing a task or reaching a goal.

This principle is used particularly frequently in gamification elements or loyalty programs, in which participants feel more encouraged to complete the last steps with each intermediate goal they achieve. However, care should be taken not to break down the goals into too many small steps, as an overabundance of intermediate successes can tire users.

A practical example can be found in e-learning platforms, which clearly indicate after each lesson that only a few more units are needed to complete the course.

However, critics point out that the effect does not necessarily occur if the task itself is perceived as unattractive or the reward as insignificant. A cleverly designed reward system can therefore increase the effectiveness of the goal gradient effect, as long as users personally find the achievement of the goal valuable.

Impact on the User Experience

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Further information