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My friend holds a customer card at a bookstore that will entitle him to accumulate 1,000 bonus points for certain value of in-store purchases. He can redeem the bonus points for a free book from a list of recent arrivals. He frequented the bookstore at least twice every week during the previous month to accelerate the bonus points from 925 to 1,000. Why did he display such behaviour?
'Goal-gradient hypothesis'
An experiment conducted in 1930s on rats throws some light on my friend's behaviour. Clark Hull, the researcher, found that rats run faster as they move closer to the food box. Knowing that the reward was closer motivated the rats to run faster. He called this phenomenon "goal-gradient hypothesis". My friend, though not a rat, behaved in a similar way!
An experiment conducted in 1930s on rats throws some light on my friend's behaviour. Clark Hull, the researcher, found that rats run faster as they move closer to the food box. Knowing that the reward was closer motivated the rats to run faster. He called this phenomenon "goal-gradient hypothesis". My friend, though not a rat, behaved in a similar way!
To appreciate this better, consider an experiment conducted recently at a cof! fee pub inside a university campus. Each customer was provided! a card with 10 slots. The card would be stamped each time the customer had coffee. After 10 such stamps, the patron was entitled to a free coffee.
Closer to the reward
The study found that customers consumed more coffee as they neared the 10 mandated stamps. These customers slowed their speed after they finished the first card and received the second one. Why?
The study found that customers consumed more coffee as they neared the 10 mandated stamps. These customers slowed their speed after they finished the first card and received the second one. Why?
The distance to reward on the second card was now 10 coffees. As the distance narrowed due to normal coffee consumption, they accelerated their visits again!
With coffee, you need to visit the pub several times, as you cannot consume three lattes during each visit. But that is not the case with books. So, why did my friend not buy enough books to gather 1,000 points in just one visit after he collected 925 points?
You and I experience "goal-gradient" hypothesis as well. Think of it when you use your credit card the next time to gather bonus points.
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