Featured Post from University of Delaware

The power of streaks: How apps like Snapchat and Wordle keep users hooked

Sep 19, 2023

1 min


There's a reason why kids and adults alike become hooked on apps like Snapchat and Wordle: The irresistible pull of the streak.


There's also a reason why so many apps are successful in hooking users: According to recent research co-authored by Jackie Silverman, assistant professor of marketing at the University of Delaware, the streak is as important as the app or activity itself.


In her collection of studies, "On or Off Track: How (Broken) Streaks Affect Consumer Decisions," published in April in the Journal of Consumer Research, Silverman found that:

  • Companies now can track consumers' behaviors on their platforms, and in turn tell consumers about their past behaviors. I study how one apparent pattern shown through such tracking - a streak, or 3+ consecutive behaviors - affects consumer decisions.
  • Highlighting streaks can create a new source of motivation; people are more likely to continue a behavior when they are told they have a streak, versus not. On the flip side, highlighted broken streaks are especially demotivating and decrease engagement in the behavior.
  • These effects occur because consumers have a goal of keeping their streaks (as highlighted on these platforms) alive.
  • To help mitigate the negative effects of broken streaks, companies can de-emphasize broken streaks or allow for consumers to do an action to repair their streaks.


To quickly arrange an interview to speak with Silverman, simply click on the "contact" button on her profile.

Powered by

You might also like...

Check out some other posts from University of Delaware

The Business of Youth Soccer and Youth Sports Participation featured image

1 min

The Business of Youth Soccer and Youth Sports Participation

With the 2026 FIFA World Cup less starting this week, the University of Delaware's John Allgood is available to discuss the business of soccer, youth sports participation and the tournament's impact on communities and the economy. A former United Soccer League top executive and instructor of sport management, Allgood has firsthand experience in both the business and development sides of the sport. Through his experience as a USL franchise owner, Allgood can discuss the World Cup’s economic impact and why the sport is a unifying force. He can discuss how the World Cup will boost participation and fan interest in soccer, especially among youth players. Allgood can address the tiered structure of soccer in the U.S., including the pay-to-play system in youth soccer that is different from development models in other countries. To arrange an interview with Allgood, send an email to MediaRelations@udel.edu.

World Cup 2026: Former soccer executive analyzes tournament economics and youth soccer structure featured image

1 min

World Cup 2026: Former soccer executive analyzes tournament economics and youth soccer structure

With the 2026 FIFA World Cup days away, the University of Delaware's John Allgood is available to discuss the business of soccer, youth sports participation and the tournament's impact on communities and the economy. As a former United Soccer League (USL) top executive, Allgood brings firsthand experience and knowledge of the commercial operations and development sides of the sport. He also currently serves as an instructor of sport management at UD. Areas of expertise relevant to the World Cup include: • Economic impact: How the tournament will drive local revenue. • The business of soccer: Sports marketing and the commercialization of global sports entertainment. • U.S. youth soccer: The tiered structure of soccer in the U.S., including the pay-to-play system in youth soccer that is different from development models in other countries. • Participation and interest: How the World Cup will boost participation and fan interest in soccer, especially among youth players. • Soccer as a unifying force: The sports' social impact and how it brings people together. To reach Allgood directly and arrange an interview, click the "contact" button on his profile. Interested journalists can also send an email to mediarelations@udel.edu.

World Cup: Hall of Fame heading expert can talk about concussions featured image

1 min

World Cup: Hall of Fame heading expert can talk about concussions

With a focus on concussion research, the University of Delaware's Thomas Kaminski serves as the sole U.S. representative on the FIFA Heading Expert Group, putting UD on the world soccer stage. Kaminski's contributions to the sport earned him a place in the National Athletic Trainers’ Association Hall of Fame. Kaminski, professor of kinesiology and applied physiology at UD's College of Health Sciences, has studied heading in soccer and concussion risk for nearly three decades. It's just one of the many topics he can discuss in relation to the upcoming World Cup: • Concussion risks, prevention strategies and sports-related mild traumatic brain injuries. • Ankle instability and how evolving safety standards are influencing the modern game. • Purposeful headers in interscholastic and intercollegiate soccer. Kaminski will be inducted into the National Athletic Trainers’ Association (NATA) Hall of Fame at the 77th NATA Clinical Symposia & AT Expo on June 30, 2026, in Philadelphia. The award represents the profession’s highest honor and honors members who have dedicated their lives to service and left a lasting impact on the profession. “I’m honored and humbled to join such a distinguished group of athletic training pioneers – people who have shaped and pushed the profession forward to where it is today,” Kaminski said. To reach Kaminski directly and arrange an interview, visit his ExpertFile profile and click on the "connect" button. Interested members of the media can also email mediarelations@udel.edu.

View all posts
Powered by