Can a “Fresh Start” Help Consumers Achieve Their Goals?

Ainslie Schultz, University of Arizona, USA
Linda Price, University of Arizona, USA
Robin Coulter, University of Connecticut, USA
Belief in the power of “Fresh Starts” has a long history in folklore and religious rituals, yet research has not examined whether “Fresh Starts” actually help people achieve their goals. Across four studies, we find that fresh starts boost performance on goals similar or different from an initial failed goal.
[ to cite ]:
Ainslie Schultz, Linda Price, and Robin Coulter (2015) ,"Can a “Fresh Start” Help Consumers Achieve Their Goals?", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 191-196.