Goal-gradient theory
The goal-gradient theory explains that when people get closer to a goal, they increase their effort to achieve the goal faster. In other words, people are motivated by the idea that they are close to completing their aspiration.
Relevant Academic Papers
- 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.
