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Goal Gradient: Starbucks Loyalty

The application of the Goal Gradient Effect in loyalty programs has been well researched. Here, Starbucks has combined a compelling visual experience in their app with the power of behavioral science.

The Starbucks app drives customers to buy more coffee with Goal Gradient language such as “16 stars until next reward”. Everything in the experience pushes customers to keep buying until they achieve their goal.

Goal Gradient Starbucks


More examples of Goal Gradient

Goal Gradient: Rdio
Goal Gradient: Peloton
Goal Gradient: Starbucks Loyalty
Goal Gradient: Duolingo
Goal Gradient: Uber