The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior

Three field studies show that aspirational behaviors (dieting, exercising, and goal pursuit) increase following temporal landmarks (e.g., the outset of a week/month/year; birthdays; holidays). Lab studies show that temporal landmarks relegate one’s imperfections to the past and make the current self feel superior and thus capable of pursuing its aspirations.



Citation:

Hengchen Dai, Katherine L. Milkman, and Jason Riis (2013) ,"The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Hengchen Dai, The Wharton School, University of Pennsylvania, USA
Katherine L. Milkman, The Wharton School, University of Pennsylvania, USA
Jason Riis, Harvard Business School, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Out of Your League: Women’s Luxury Products as Signals to Men

Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University

Read More

Featured

M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior

Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China

Read More

Featured

Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.