Researchers analyzed gym attendance data from over 11,000 American undergrads with subscriptions to a university’s fitness center.
They discovered that after their birthday, participants were 7.5% more likely to go to the gym.
But as time goes on, motivation to exercise decreases until it’s lowest right before the next birthday.
People are more likely to tackle their goals after a temporal landmark such as New Year, birthdays, or moving out.
See the full study here :
Dai, H., Milkman, K. L., & Riis, J. (2014). The fresh start effect: Temporal landmarks motivate aspirational behavior. Management Science, 60(10), 2563-2582.
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