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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
How to change habitual customer behavior in the New Year
Dec 19, 2024
Discover how brands can effectively inspire consumer behavior changes in the New Year. Explore the fresh start effect and how pivotal life events can open people to new habits. Learn about the foot in the door technique for habit formation and why initial small commitments matter. Hear case studies from successful campaigns like Gymshark's challenge. Plus, the hosts share their personal resolutions and strategies for sticking to them, offering insights that blend behavioral science with practical marketing tactics.
27:52
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Quick takeaways
- The fresh start effect reveals that temporal landmarks, like New Year's, significantly enhance consumer openness to changing behavioral patterns.
- Employing the foot-in-the-door technique helps brands promote new habits by encouraging small initial commitments that lead to larger behavior changes over time.
Deep dives
Leveraging Fresh Start Moments for Brand Opportunities
New Year's offers brands a unique opportunity to create fresh start moments that can facilitate positive consumer behavior change. For instance, campaigns from companies like Weight Watchers and Planet Fitness have shown significant spikes in memberships during January due to their New Year-themed messaging, with increases of 25% and 30% respectively. The behavioral science behind this trend suggests that temporal landmarks weaken consumers' connections to their past selves, making them more receptive to change. This fresh start effect extends beyond just New Year's, with similar behavior changes noted at the beginning of months, weeks, or significant life events, indicating that brands can strategically align their messaging to these moments for greater impact.
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