cards at 34% compared to 19%, respectively.

Second, Kivetz, Urminsky, and Zheng (2006) had a similar finding: the illusionary progress effect. They found evidence that providing an illusion of goal progress accelerates the rate of goal achievement (i.e. reduced intervisit times for a rewards program) and increases retention in the rewards program. They developed the goal-distance model that asserts that "investment" in goal pursuit is inversely proportional to the psychological distance between requirements received in pursuit of the