by Alixandra Barasch, INSEAD, and Jackie Silverman, University of Delaware
People often go out of their way to repeat a behavior 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
