The illusion of progress lights a fire

[image error]Psychologists have longed talked about 'goal gradient' which describes how we work harder to achieve a goal as we get closer to it. I just came across a fantastic study published in the Journal of Marketing Research which shows that we can be convinced to shift into a higher gear of work and spending, even when the perception of progress is a complete illusion.

The 'goal gradient hypothesis' was original discussed in the 1930s with regards to rats in mazes, based on the observation that the...