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Imagine this…

You walk into your favorite local pizza place for a quick slice of pepperoni pizza. Yum.

As you’re paying, the cashier hands you a reward card.

“It’s your lucky day! We’re running a special today and tomorrow, so this one’s already got two punches on it. Just six more to go, and your next slice is free!”

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Happy as a clam, you tuck the card into your wallet and walk out feeling like you’re already halfway to free pizza.

(Yes, you realize the math doesn’t math, but the feeling remains.)

A few days later, you’re at a shoe store nearby when your stomach growls.

Suddenly, you remember that little reward card burning a hole in your wallet.

There are three different restaurants within walking distance. Technically, you could go anywhere.

And honestly, barbeque sounds waaay more appealing right now.

But you’re already on your way to a free slice.

So even though you’re not in the mood for pizza, you still swing by and grab another slice—this time, cheese.

And you get another punch on your card.

Why did you get more pizza when you weren’t in the mood for it?

In today’s edition of Why We Buy 🧠 we’ll explore the Endowed Progress Effect—why we chase a goal when we feel we’ve already made progress toward it.

Let’s get into it. 

🧠 The Psychology of the Endowed Progress Effect

In a classic 2006 study, researchers tested two punch card promos at a car wash:

1. Card A: “Buy 10, get 1 free” (no extras).
2. Card B: “Buy 12, get 1 free,” but the first two stamps were pre-filled with what researchers call “artificial advancement.”

Mathematically, they were the same. But psychologically? Not even close.

People with the pre-stamped card were nearly 2X as likely to complete their cards—and did so faster.

Progress taps into our intrinsic motivation and makes us feel accomplished, so we’re motivated to keep going.

Now, as a fellow marketing geek, you may be wondering, “Isn’t this just the Goal Gradient Effect?”

Not quite, but they *do* go hand-in-hand:

• Endowed Progress jumpstarts momentum. People are more likely to pursue a goal when they feel they’ve already started.
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• Goal Gradient accelerates momentum. People are more motivated to complete a goal as they get closer to the finish line.

That’s why, in marketing, even a tiny sense of progress can boost commitment—and sales.

🤑 How To Apply This

Alright, so how can you apply this right now to sell more?

Use pre-made templates to give users a head start

When onboarding new users, Notion asks what they’ll be using the platform for.

*Not* to go 1984 but to instantly tailor the workspace to their goals with pre-made (and filled) templates like this one. 👇

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This reduces the inevitable overwhelm that comes with using a new platform *and* gives users a sense of progress right outta the gate.

That early momentum makes users more likely to keep setting (and completing) tasks in Notion.

​Motivate signups with instant rewards

Instead of starting from zero, Ulta incentivizes shoppers to join their rewards program by giving them $5 off just for joining.

By framing the discount as a reward, Ulta turns a simple account creation into the first step of a longer buyer journey.

​Incentivize loyalty without slashing prices

To drive bookings at newly opened hotels, Hilton gives guests up to 5,000 bonus points.

This “head start” makes travelers feel like they’re already on their way to a free night.

Not only does this help fill up these new hotels, but that “artificial advancement” boosts the likelihood of repeat stays in the future *without* resorting to deep discounts.

💥 The Short of It

People are more likely to finish something when they feel like they’ve already started.
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By giving your customers a head start, you reduce the friction of getting going and increase the odds they’ll stick with you.
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So go ahead—fake ’em out (ethically).
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Because once someone feels they’re already in motion, it’s a helluva lot harder to stop.​

​​Until next time, happy selling!