The Pitch: New Year’s Resolutions Research

Interested in what consumer research says about the quirks of making and following through on New Year’s Resolutions?  Here are some great JCR papers to help you make a good start on your own!

Research shows you can frame your goal decision in a “backwards” approach to help you succeed.

Research shows that you can encourage sustained goal pursuit through non-conscious “nudges.”

Research shows people who believe that self-control is a limited resource tend to set fewer resolutions and be less successful in following through with the resolutions they set.

Research suggests that setting concrete “implementation” steps can backfire when you do it for too many goals at once. Perhaps set a small number of resolutions?

Research shows that people sometimes feel vicarious goal fulfillment just by considering the healthy option, but not actually choosing it.

Stacy Wood

Stacy is the Langdon Distinguished University Professor of Marketing at NC State University and a member of the JCR editorial team.

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