Ribot introduces the goal-gradient effect as the tendency to want a goal more as one gets closer to achieving it. Ribot uses Steam's Summer Sale as an example of progress indicators and a feeling of ownership before a reward is obtained. Ribot describes the jam-jar experiment as showing that fewer options can lead to more purchases than a larger choice set. Ribot says that people judge experiences by their peaks and by how they ended. Ribot uses a Nike+ FuelBand example in which daily points and a long streak are lost after a missed target. Ribot names hedonic adaptation while describing how restricting access to pleasures can increase later enjoyment.