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
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