NeuroTactic Overview

Endowed Progress Effect

We are more likely to achieve a goal when we're given a head start

SUMMARY:

In a study of 300 people visiting a car wash, researchers found that using a rewards card in a unique way affected how often patrons returned to the car wash. The control group of 150 car wash patrons were given a normal rewards card with 8 stamp spots—the type that you get stamped in each time you visit the business. The promise to the patrons was that they would receive a free car wash if they returned to the car wash 8 times to receive 8 stamps. The other 150 patrons received the same card, but with 10 stamp spots and 2 spots already stamped as a “favor.” 

Despite the fact that both groups of 150 people required 8 stamps to claim their free car wash, 79% more people redeemed their free car wash from the group with the two spots already stamped. The head start given by the two free stamps triggered the Endowed Progress Effect, causing the second group to feel more motivated to finish getting the rest of the stamps.

The Endowed Progress Effect states that we have a higher chance of achieving a goal that we have a head start toward, especially when there’s a reward for achieving the goal. 

The most direct applications of the Endowed Progress Effect are web page progress bars with 20-30% head starts, sign-up bonuses (such as points when you sign up for a new credit card), “new customer boosts” in a loyalty program, and bonuses upon signing up for an affiliate program. Any kind of head start that encourages a customer or partner to achieve a certain goal, such as coming back to a car wash a certain number of times, can be used to trigger the Endowed Progress Effect.

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Primary Source:

Nunes, J.C. & Dreze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512

Dream Category:

Desire

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:   ⓘ

Decision, Action
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

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Explore The Library

There are two methods we use to organize the NeuroTactic Library: the DREAM method and the AIDA method. You can find information on each method below, as well as explore the NeuroTactics inside each method. You can find any NeuroTactic using either method.

D.R.E.A.M. FRAMEWORK

The ingredients of a purchase

These are categories designed by Vivid Labs around the latest research in neuromarketing techniques. Each step represents a unique "ingredient" to a customer's buying decision.

  • Attention
  • Desire
  • Routing
  • Emotion
  • Memorability

Zeigarnik Effect

Dan Russell Oct 06, 2021

We feel a psychological weight when tasks remain unfinished, and we will remember unfinished tasks longer than tasks which have been completed.

Weber-Fechner Law

Dan Russell Oct 06, 2021

We reject immediate increases in pain, but we accept small, incremental increases in pain, even when both final pain levels add up to the same amount

Semmelweis Reflex

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We tend to reject facts, and even evidence, when it is in contradiction of our existing beliefs

Rewards

Dan Russell Oct 06, 2021

We will modify our behavior in ways that earn rewards

Past Commitment Rationality

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We go out of our way to behave in line with commitments we've made in the past

Limited Access

Dan Russell Oct 06, 2021

We value things higher when there are barriers to accessing them

Feedback Loops

Dan Russell Oct 06, 2021

We alter our behavior when provided with real-time feedback on our performance

Context Effect

Dan Russell Oct 06, 2021

We anchor familiar places and experiences with the mood we were in during our last encounter with that place or experience

Confirmation Bias

Dan Russell Oct 06, 2021

We tend to seek out information that confirms our existing beliefs

Category Size Bias

Dan Russell Oct 06, 2021

We tend to believe that options inside large categories are superior to options in small categories

Baader-Meinhof Phenomenon

Dan Russell Oct 06, 2021

We notice something more frequently after noticing it or learning about it for the first time

Authority Bias

Dan Russell Oct 06, 2021

We trust authoritative figures more than our peers

Attentional Bias

Dan Russell Oct 06, 2021

We more readily pay attention to things with which we're already familiar

A.I.D.A. FRAMEWORK

The steps of a buying decision

These four categories are the traditional drivers behind effective marketing. They represent the four stages of thinking or action a customer must move through in order to make a buying decision.

  • Desire
  • Awareness
  • Interest
  • Action

Specificity

Dan Russell Oct 06, 2021

We place more trust in specific statements and offers than those which are vague

Social Proof

Dan Russell Oct 06, 2021

We place more trust in things and people that our peers already trust

Scarcity

Dan Russell Oct 06, 2021

When a resource is limited, its value increases

Reciprocity

Dan Russell Oct 06, 2021

We feel an innate pressure to return a favor

Prospect Theory

Dan Russell Oct 06, 2021

A painful experience is more powerful than a gain of equal measure

Motivating Uncertainty

Dan Russell Oct 06, 2021

Uncertain positive outcomes can increase the perceived value of an offer

Framing Effect

Dan Russell Oct 06, 2021

The way a fact or number is presented affects how we see its relative value

Endowment Effect

Dan Russell Oct 06, 2021

We value things that we own more than things we don't

Endowed Progress Effect

Dan Russell Oct 06, 2021

We are more likely to achieve a goal when we're given a head start

Commitment Expansion

Dan Russell Oct 06, 2021

A small step toward an outcome raises the chances of taking larger steps in the future

Certainty Effect

Dan Russell Oct 05, 2021

Adding clarity and specificity to your message increases trust

Anchoring

Dan Russell Sep 29, 2021

A well-researched marketing technique that puts your price into perspective