Fresh Start Effect
Open Access

Fresh Start Effect

We're more likely to stick to habits made at the start of new time periods

We can motivate ourselves to self-improve by using a time marker (a new week, month, year or event) to wipe the slate clean and focus on being better.

Dai, H., Milkman, K. L., & Riis, J. (2014). The fresh start effect: Temporal landmarks motivate aspirational behavior. Management Science.

The study

Impact

The problem

Potential impact

The study

The studies

Setup

Setup

11,912 members of a gym were surveyed over 442 days for their attendance.

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Results

Results

Results showed that, next to the baseline, the probability of people going to the gym increased at the beginning of the week, month and semester, showing our higher in-built level of motivation at the start of new time periods.

Study graph

Setup

11,912 members of a gym were surveyed over 442 days for their attendance.

Results

Results showed that, next to the baseline, the probability of people going to the gym increased at the beginning of the week, month and semester, showing our higher in-built level of motivation at the start of new time periods.

Study graph

Setup

Results

Study graph

Setup

Results

Study graph

Setup

Results

Study graph
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Jerome's Expert View

Key Takeaways

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1

Motivate around fresh start moments. 

How can you help people achieve their dreams by communicating around multiple time chunks, such as the start of the week, month or year, or even personal events like birthdays, graduations or job changes? 

Takeaway image
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2

Target one-shots.

Fresh starts are particularly good at helping people make one-off decisions that perhaps they'd been delaying, such as getting that flu jab. What single task can you help people do around new time periods?

Takeaway image
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3

Use to overcome failures.

There are countless fresh start opportunities to help people who have let good habits slip. Frame it as a "new you", which gives an opportunity to separate themselves from past failures. Get them started by being empathic and having them Commit to a Tiny Habit.

Takeaway image
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Takeaway image

Boundary conditions

No items found.

Future questions

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np_read_2490885_000000

Dai, H., Milkman, K. L., & Riis, J. (2014). The fresh start effect: Temporal landmarks motivate aspirational behavior. Management Science.

Fresh Start Effect

Fresh Start Effect

We're more likely to stick to habits made at the start of new time periods

We can motivate ourselves to self-improve by using a time marker (a new week, month, year or event) to wipe the slate clean and focus on being better.

The study

Setup

11,912 members of a gym were surveyed over 442 days for their attendance.

Results

Results showed that, next to the baseline, the probability of people going to the gym increased at the beginning of the week, month and semester, showing our higher in-built level of motivation at the start of new time periods.

study graph

Dai, H., Milkman, K. L., & Riis, J. (2014). The fresh start effect: Temporal landmarks motivate aspirational behavior. Management Science.

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Nuggets

Snack on these...

Open access, foundational Nuggets

Scarcity

Scarcity

We value things more when they’re in limited supply

Social Proof

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

Prospect Theory

Prospect Theory

A loss hurts more than an equal gain feels good

Reciprocity

Reciprocity

We’re hardwired to return kindness received

Framing

Framing

We make very different decisions based on how a fact is presented

Loss Aversion

Loss Aversion

We feel more negative when losing something than positive when we get it

Self-Expression

Self-Expression

We constantly seek out ways to communicate our identity to others

Default Effect

Default Effect

We tend to accept the option pre-chosen for us

Priming

Priming

Our decisions are shaped by memories recalled from things just seen or heard

Anchoring

Anchoring

What we see first affects our judgement of everything thereafter

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