Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How to change habitual customer behaviour in the New Year
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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.
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Fresh Start Effect
- People are more open to change when entering new time periods, weakening the desire for self-consistency.
- This "fresh start effect" applies to various time periods like New Year's, birthdays, or even the start of a week.
Leveraging Fresh Starts
- Brands should leverage fresh start moments beyond New Year's.
- Target consumers after birthdays, moving house, or new jobs, offering free trials or partnerships.
Creating Fresh Starts
- Brands can create fresh start moments instead of relying solely on calendar dates.
- Reframing a regular date as a special occasion can encourage behavior change.