Marketing Week: Targeting ‘Nine-Enders’: Why Age Is Much More Than a Number
From Marketing Week:
Out with the old, in with the new.
January really is a gift for every marketer – especially if you’re involved in anything remotely virtuous. Now is the time when we’re all determined to pick up a new kale/charity/early-morning swim habit.
It’s called the fresh-start effect and has been extensively studied by the Wharton behavioural scientist Katherine Milkman. Her findings provide evidence that people are more likely to adopt new behaviours at times of “temporal discontinuity” – that is, new time periods. Whether it’s a new day, a Monday, the start of a month or – the biggie – new year.
She argues that this effect is driven by our strong desire to be consistent. And when we enter a new time period, our relationship with our past self is weakened and it becomes a little bit easier to change our behaviour.
In her well-known 2014 study, Milkman, along with Hengchen Dai and Jason Riis, examined three behaviours:
- Dieting
- Gym usership
- Commitments to pursue new goals, such as quitting smoking