People have a really interesting approach to changing their behaviour. However, studies show that the timing of drives aimed at change has a significant effect. Researchers at the University of Pennsylvania and Harvard have conducted a number of studies to examine and quantify what they call the "fresh start" effect. They looked at various "starting points" to see if people were more motivated to behave in ways which at this particular time would help them achieve their goals.
In one study, they analysed gym attendance data from 11,912 students. The results showed that the probability of visiting the gym increases compared to other days:
- by 33% at the beginning of the week
- by 14% at the beginning of the month
- by 47% at the beginning of the semester
- by 12% at the beginning of the year
- by 7.5% during birthdays
Psychologists also supported their findings with additional data. Using Google Insights, they found that searches for key terms, such as "diet," began to increase at the beginning of new time periods, respectively:
- 10% on the first day of the week compared to the last
- 42% for the first month of the year, compared to the last
- 7% the first day after the holiday
In contrast, search numbers rose by just 4% after the New York Times announced the results of successful clinical trials of a new diet pill.
People have an ingrained aversion to change; on the other hand, they also have a tendency to learn and not repeat their own mistakes or those of others. These opposing influences lead to human nature beginning to perceive timestamps as certain anchors.
Psychologists claim that when entering a new time period, we subconsciously perceive only very small differences between what is new and our imperfect self in the past. As a result, our tendency to build on the past weakens.
The implications for business are clear. If you want people to adopt new behaviours, time your programme to start with a new period of time. That way you will be working with human nature rather than against it.
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