The shorter the distance to the goal, the more motivated people are to reach it.
People are even more motivated when the end is in sight.
You can get this extra motivation even with the illusion of progress, as in the coffee
card B example in this section.
There really isn’t any progress (you still have to buy 10
coffees), but it seems like there has been some progress so it has the same effect.
People enjoy being part of a reward program.
When compared to customers who were
not part of the program, Kivetz found that the customers with reward cards smiled
more, chatted longer with café employees, said “thank you” more often, and left a tip
more often.
Motivation and purchases plummet right after the goal is reached.
This is called a postreward
resetting phenomenon.
If you have a second reward level people won’t initially
be very motivated to reach that second reward.
You’re most at risk of losing your customer right after a reward is reached.