Motivation and habit
Fresh start effect
People are more likely to start a new habit at moments that feel like a new beginning, such as a new week, month, year or birthday.
Dates that mark a new period make it easier to leave past failures behind. Gym visits and searches for 'diet' rise at the start of weeks, months and years.
Products can time their invitations to these moments: suggest a goal on a Monday or the first of the month, or treat a new project as a clean slate.
In practice
A savings app that suggests a new goal on the first of the month, or right after a birthday, tends to get more people to set one.
Common mistake
Treating every day as a fresh start. The effect depends on the moment feeling special; too many 'new beginnings' and none of them do.
Where it comes from
Described by Hengchen Dai, Katherine Milkman and Jason Riis in 2014, from patterns in gym attendance, searches and commitment contracts.