Motivation and commitment
What keeps people moving towards a goal.
Buying is a sequence of small steps, and people are more likely to finish something that already feels under way than to begin something that doesn’t. These 15 principles cover progress, commitment, habit, rewards and what happens when a site pushes too hard.
Commitment and consistency After agreeing to a small request, people are somewhat more likely to agree to a larger related one. Mainly Checkout, also Homepage, ProductMainly here Not tested in shopping Contested Communication frequency ideal point Post-purchase contact helps up to an ideal volume, then triggers pushback and lower repurchase. Mainly Post-purchase, also SitewideMainly here Tested on real shoppers Moderate Curiosity gap A gap between what people know and want to know motivates them to close it. Mainly Homepage, also Product, Post-purchaseMainly here Tested in shopping-like settings Moderate Endowed progress effect A head start towards a goal makes people more likely to finish. Mainly Checkout, also Cart, Post-purchaseMainly here Tested on real shoppers Moderate Fogg behaviour model A behaviour happens when motivation, ability and a prompt come together at the same moment. Mainly Sitewide, also Homepage, Category, Product, Cart, CheckoutMainly here Not tested in shopping Framework Goal-gradient effect Effort increases as people get closer to a goal. Mainly Cart, also Checkout, Post-purchaseMainly here Tested on real shoppers Moderate Habit formation Behaviour repeated in a stable context becomes cued by that context and continues with little deliberation. Mainly Post-purchase, also Sitewide, Homepage, CartMainly here Tested on real shoppers Framework IKEA effect People value things more when they helped create them. Mainly Product, also CartMainly here Tested in shopping-like settings Strong Labour illusion Showing the work being done on someone's behalf raises perceived value, even when it means waiting. Mainly Search, also ProductMainly here Tested in shopping-like settings Moderate Points pressure and medium maximisation People increase effort to reach a reward threshold and chase the points themselves, even when the points do not improve the outcome. Mainly Post-purchase, also Sitewide, Cart, CheckoutMainly here Tested on real shoppers Moderate Present bias People overvalue immediate rewards relative to later ones. Mainly Product, also Cart, CheckoutMainly here Tested on real shoppers Moderate Psychological reactance People push back when they feel their freedom to choose is being taken away. Mainly Sitewide, also Homepage, CheckoutMainly here Tested in shopping-like settings Moderate Question-behaviour effect Asking people about their intentions or satisfaction can change what they later do. Mainly Post-purchase, also SitewideMainly here Tested on real shoppers Contested Review-request timing and incentives A review request works as a memory cue but can feel like pressure, so asking too soon backfires. Money buys more reviews; social norms buy longer ones. Mainly Post-purchase, also ProductMainly here Tested on real shoppers Moderate Zeigarnik / Ovsiankina effect Unfinished tasks create a pull to return and complete them. Mainly Cart, also Homepage, CheckoutMainly here Not tested in shopping Contested
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