Strike Up Motivation with Streaks

When consumers view themselves as being on a streak of successful performance, their motivation to continue increases. A set of University of Delaware and University of Colorado studies found this to be true for goal achievement in fitness activities, learning a language, and playing games. Gamification is widely used in marketing a broad range of items.
     The studies also found that when a consumer views a streak as broken because of their own shortfall, commitment to continuing efforts fades. To keep motivation high, define streaks in ways which fit what the consumer has actually accomplished, describe broken streaks in ways which minimize the consumer’s perceived responsibility for the break, and provide ways for the consumer to redo a task to repair a broken streak.
     The researchers also point out how recognition of a streak requires conscientious logging of performance and comparison with a standard of success, and how a multitude of computer apps provide for this process. The checkmarks, stars, and badges bestowed by these apps come to be valued as rewards beyond the reward of accomplishment. Streaks, too, are rewards in themselves as evidence of mastery of the environment and consistency in self-identity. Consumers are more likely to engage in a desired behavior when that behavior contributes to an existing streak than when that identical behavior follows a broken streak in the consumer’s behavioral log.
     The continuing motivation engendered by the definitions of success and behavioral logs is related to what’s seen in a flow state, which is characterized by: 

• Highly focused attention, so the person blocks out distractions to reaching the benchmark 
• Playfulness, so the person devises and implements novel ways of achieving success 
• Enjoyment of activities, so the person resists giving up 
• A distorted sense of time in a way that makes the person less concerned about how long the effort will take 
• Confidence in overcoming any difficulties

     The last of these is, in turn, relates to consumer self-efficacy, which is both necessary for and generated by a winning streak. Self-efficacy refers to a person’s belief in their capacity to execute behaviors necessary to produce specific performance attainments. Self-esteem relates to a general impression of capabilities, while self-efficacy concerns confidence about a specific skill. Persuade shoppers they are capable of achieving what you’re proposing. Bringing it full circle, this is accomplished by selecting achievable challenges for the individual consumer.

Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.

Click for more…

Game On with Consumer Competition 

Flow Shoppers into Extra Purchases 

Highlight How High A Shopper’s Ready to Go