The Mystery of New Year’s Resolutions
As we commence the first week of February, our initial enthusiasm accompanying New Year’s resolutions confronts the pragmatic realities of everyday life. Reflecting on the ambitious goals set during the first week of the year, we begin to recognise that the determination that once propelled us to cycle through any weather or tackle the stack of unopened Outlook email may now be diminishing. As the old habits return, the New Year’s resolutions are being slowly abandoned. However, fear not, for as a dedicated member of the Behavioural Hub at the CMA, I aim to explore the nuances of this recurring phenomenon through the analytical lens of Behavioural Science. 🤓
Why the New Year?
New Year is a special time for breaking the routine as it acts as a temporal boundary (much like the start of the week or a month). Temporal boundaries signal not only a shift in the timeline but also a shift in behaviour, presenting a golden opportunity for change. Enter the fresh start effect (Dai et al., 2014), where a new persona is crafted—the ‘future self’. The future self exists on the other side of the temporal boundary, in the new year, and is much more capable of completing the set goals than the ‘old-year self’. It is also the future self who will reap the rewards of our long-term efforts, lucky them!
Next, there’s the power of social norms (Gross & Vostroknutov, 2022) — the collectively held beliefs about what kind of behaviour is appropriate in a given situation. We tend to rely on them to gain an understanding of and accurately respond to social situations, especially in times of uncertainty (Cialdini & Goldstein, 2004). Social norms have been long recognised as a strong predictor of behaviours across a myriad of domains (Walton & Wilson, 2018), prompting the question: Why do people adhere to them? This adherence is a complex phenomenon shaped by psychological mechanisms, as outlined by Gross and Vostroknutov (2022). Internalisation through socialisation is one such mechanism, where individuals learn and adopt norms based on observed rewards or punishments (Gavrilets & Richerson, 2017). Additionally, the desire for a positive social image and self-image motivates norm abidance (Bodner and Prelec, 2003). For example, aligning with the societal norm of setting New Year’s resolutions reflects an individual’s commitment to personal improvement and goal achievement. Lastly, some people may not even consider NOT having the new year’s resolutions— behaviour that could be considered 'counternormative' at this time of the year (Kalkstein et al., 2022). It seems that making resolutions has become a bandwagon many can’t resist, amplified by social media and marketing messages urging us to seize the moment.
Barriers
Let’s now try to decode why our aspirations frequently face obstacles and fail to materialise.
One of the key reasons is the so-called intention-behaviour gap (Godin et al., 2005), where our intentions, attitudes, and values mischievously misalign with our actions.
Behavioural bias favouring immediate gratification often acts as a wrecking ball to the intention-behaviour bridge. Hyperbolic discounting is our inclination to choose immediate rewards over rewards that come later in the future, even when these immediate rewards are smaller (Hollyoak & Morrison, 2013). Consider cycling: it is good overall for you (and for the environment) but can demand considerable determination and effort at the moment. The unglamorous experience of cycling in the rain gets our attention at the time of decision-making, leading the healthy and environmentally friendly option to lose the game. And let’s not forget the challenge of measuring the benefits in the present moment—will we truly be healthier, have stronger calves, or reduce our carbon footprint?
Jumping across the gap
Recognising the gap between our intentions and long-term goals is a significant step towards success. However, the journey across this gap and the sustained commitment to our objectives require strategic approaches. Firstly, prioritise bite-sized goals by employing tools like the SMART objective toolkit (Leonard & Watts, 2022) and implementation intentions. Implementation intentions, a self-regulatory strategy, involve setting clear plans for behaviour, specifying ‘I intend to perform behaviour X when I encounter situation Y.’ (Gollwitzer & Sheeran, 2006). This detailed approach helps you commit to when, where, and how you’ll work toward your goals. Secondly, infuse enjoyment into tasks that may seem unfavourable. Reward yourself with a luxurious cup of coffee after a cycling session for an immediate sense of accomplishment. Thirdly, craft an action plan that is both realistic and sustainable throughout the year. Simplicity often leads to success, so embrace the mantra ‘less is more.’ Finally, it’s entirely acceptable to declare ‘New Year, Same Me.’ Release the pressure, continue appreciating what you have, and value the positive aspects that come your way.
In embracing these strategies, we are prompted to reflect on the broader implications of our behavioural patterns, offering insights into the intricate workings of human psychology. As we embark on the journey towards self-development, let us remember that resolutions are not just about the destination but the transformative process itself.
So dear Reader, what about you? How are you doing so far with your 2024 New Year’s resolutions? I hope you are enjoying your journey 😊
References
Bodner, R., & Prelec, D. (2003). Self-Signaling and Diagnostic Utility in Everyday Decision Making. The Psychology of Economic Decisions, 1.
Cialdini, R.B., & Goldstein, N.J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55(1), 591–621. https:// doi.org/10.1146/annurev.psych.55.090902.142015
Dai, H., Milkman, K. L., & Riis, J. (2014). The fresh start effect: Temporal landmarks motivate aspirational behavior. Management Science, 60(10), 2563–2582. https://doi.org/10.1287/mnsc.2014.1901
Gavrilets, S., & Richerson, P. J. (2017). Collective action and the evolution of social norm internalization. Proceedings of the National Academy of Sciences, 114(23), 6068–6073. https://doi.org/10.1073/pnas.1703857114
Godin, G., Conner, M., & Sheeran, P. (2005). Bridging the intention-behaviour ‘gap’: The role of moral norm. British Journal of Social Psychology, 44(4), 497–512. https://doi.org/10.1348/014466604X17452
Gollwitzer, P., & M., Sheeran, P. (2006). Implementation Intentions and Goal Achievement: A Meta‐analysis of Effects and Processes. Advances in Experimental Social Psychology, 38, 69–119. https://doi.org/10.1016/S0065-2601(06)38002-1.
Gross, J., & Vostroknutov, A. (2022). Why do people follow social norms? Current Opinion in Psychology, 44, 1–6. https://doi.org/10.1016/j.copsyc.2021.08.016
Holyoak, K. J., & Morrison, R. G. (2013). Decisions Regarding the Future: Temporal Discounting. In The Oxford handbook of thinking and reasoning (pp. 312–313). Oxford: Oxford University Press.
Leonard, K., & Watts, R. (2022, May 4). The Ultimate Guide to S.M.A.R.T. Goals. Forbes Advisor. https://www.forbes.com/advisor/business/smart-goals/
Walton, G.M., & Wilson, T.D. (2018). Wise interventions: Psychological remedies for social and personal problems. Psychological Review, 125(5), 617–655.https://doi.org/10.1037/rev0000115
