People often go out of their way to repeat a behaviour if it is logged and highlighted to them
If you’ve ever played Wordle, learned a new language on Duolingo, or worked out with Peloton, you may be familiar with daily app notifications that nudge you to keep at it – or risk breaking a streak of consecutive efforts. Do you or do you not heed the clarion call?
If you do, you are in good company. Consumers, our latest research shows, are more likely to continue doing something when their recent repetition of that behaviour is logged and highlighted to them – as many apps are programmed to do these days. Conversely, when consumers are made aware of the fact that their streak is broken, they are less likely to keep up the behaviour.
[This article is republished courtesy of INSEAD Knowledge, the portal to the latest business insights and views of The Business School of the World. Copyright INSEAD 2024]