Visibly showcasing desirable but currently unattainable rewards to drive motivation
Core Idea: Dangling is the technique of prominently displaying appealing rewards or items that users cannot immediately obtain, creating desire through visibility and perceived attainability.
Key Elements
- Visual prominence: Clearly displaying the desired item or reward
- Current unattainability: Making the item impossible to get immediately
- Perceived pathway: Showing a challenging but possible route to acquisition
- Sustained visibility: Keeping the item persistently visible to maintain desire
Implementation Methods
- Preview displays: Showing locked features or content with "coming soon" indicators
- Progress visualization: Displaying how far users are from unlocking content
- Showcase mechanics: Allowing users to see others using or benefiting from the item
- Teaser content: Providing small samples of premium features
Psychological Mechanisms
- Anticipation building: Creates forward-looking excitement about future possibilities
- Value enhancement: Items appear more valuable when they require effort to obtain
- Cognitive investment: Thinking about the item creates psychological commitment
- Strategic framing: Positions paid solutions as time-savers rather than purchases
Business Applications
- Freemium conversion: Showcasing premium features to free users
- Upgrade paths: Displaying higher-tier service benefits to current subscribers
- Product roadmaps: Previewing upcoming features to maintain user engagement
- Loyalty programs: Showing rewards at higher tiers to encourage continued participation
Implementation Balance
- Attainability perception: Must seem difficult but possible (impossible goals trigger denial)
- Tiered visibility: Revealing more desirable items as users progress
- Strategic placement: Positioning dangled items at decision points or achievement plateaus
- Alternative pathways: Offering multiple routes to acquisition (time, money, social actions)
Additional Connections
- Broader Context: Core Drive 6 - Scarcity and Impatience (motivational drive)
- Related To: Anchored Juxtaposition (often used together to create choice architecture)
- See Also: Loss Aversion (psychological principle that enhances dangling effectiveness)
References
- Chou, Yu-kai. "Actionable Gamification: Beyond Points, Badges, and Leaderboards."
- Eyal, Nir. "Hooked: How to Build Habit-Forming Products."
#motivation-design #desire-creation #gamification #conversion-tactics
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