Self-efficacy (Bandura) + goal-gradient — proximal feasible steps raise action

Claim: Bandura's self-efficacy theory — action rises when people believe a feasible path exists and they can execute it. Goal-gradient research — motivational intensity rises as the next step becomes concrete and proximal.

Caution: Unrealistic feedback can LOWER self-efficacy. The widget's "you can fix this" message must be credible, not aspirational fluff.

Source: Bandura; goal-gradient literature. Verified.

Why this matters for Candid: Pair the tier with a PROXIMAL, CONCRETE first step ("Claim your GBP this week," not "improve your digital presence over the year"). And keep it credible — over-promising erodes self-efficacy on the next pass.