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Why It Works: Artificial Advancement Drives Effort Researchers at the USC Marshall School of Business describe the ‘endowed progress effect,’ whereby individuals put greater effort into completing a task they think they have already begun, even if that process is constructed artificially. Through a series of studies, Nunes and Dreze found that the illusion of progress was a powerful motivator – as users felt they’d already started a task, they gained momentum towards completing it.
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