Between consumer mania and asceticism: How brands respond wisely
In December, we treat ourselves to more; in January, many of us switch to a mode of self-restraint. There are clear psychological mechanisms behind this shift between indulgence and self-restraint. Consumer psychologist Marcel Zbinden from the Lucerne University of Applied Sciences and Arts explains how reward systems, social norms, and framing influence our behavior around the turn of the year—and what this means for brands.
Mr. Zbinden, why do consumers go into indulgence and consumption mode in December - and why does the ascetic counter-movement so often follow in January?
December is emotionally charged in many ways. Social rituals, family, "we've always done it this way". You treat yourself to the better food, the toys, the outing because it "feels right" and not because it is rationally optimal. The dark days, the stressful end of the year in business and the 13th month's salary also contribute to the fact that the purse or credit card in your wallet or on your smartphone is looser. In everyday life, many of us have implicit rules regarding healthy and sensible behavior that are consciously or semi-consciously overridden in December, the last month of the year. Psychologically, we engage in a kind of mental accounting: I can go overboard today because I promise myself that I will make up for it later. Researchers refer to this as "moral licensing". In December, we push our personal limit upwards and invent good stories as to why it's "okay now".
And everything is supposed to be different in January?
We don't mentally ignore these December lapses. Often between Christmas and New Year, many people think that everything has to get better in January. In behavioral research, this is referred to as a "fresh start". A common problem is that the "new me" is defined in chilled-out vacation mode. Back in stressful everyday life, the great willpower works much less well, which is why many resolutions are thrown overboard during January or shortly afterwards. This also has to do with the fact that many people approach planned behavioral changes completely wrong. Find out more in our new podcast episode of VOLL PSYCHO, which will be released on December 18: "New Year's resolutions: Hot or Junk?".
What role do our internal reward systems play in December, and why are they particularly susceptible to consumer stimuli during this phase?
Our reward system goes a little crazy in December. Everything is a little over the top. We know from brain research that the mere anticipation of a reward releases dopamine. In December, we are practically constantly on the lookout for the next little "reward corner": Black Friday bargains, Christmas markets, lights, company aperitifs, Advent events, finding a suitable gift, mulled wine and cookies everywhere. With every stimulus we experience, we reinforce the reward loop. What's more, alcohol and sweets are firmly associated with this time of year, which feeds the reward system with additional quick, intense stimuli.
What happens psychologically in January that self-discipline, renunciation and radical resolutions suddenly dominate?
In January, many people's focus flips 180 degrees. The gluttony of December is still very present, the discrepancy between the ideal image of "healthy, disciplined" and what we have just lived is at its maximum. This is precisely what makes many people in Switzerland particularly susceptible to resolutions. Added to this is the so-called fresh start effect. The turn of the year marks a new chapter in our minds. The past year's behavior is blamed on the "old me" and the "new me" is supposed to do everything better from 1 January. The media, friends and campaigns such as Dry January or Veganuary reinforce this feeling that now is the time for self-discipline and renunciation. Many people also plan their resolutions in relaxed vacation mode. In this mood, radical plans seem feasible, even if they later fail in everyday life due to lack of time, energy and willpower.
How should brands use these psychological patterns in December?
Brands should see December as a highly emotional month, not as a license to sell as much as possible in as short a time as possible. Many people are tired, stressed, spend more than usual and consciously treat themselves to something. This is exactly where brands can come in by presenting products and services as meaningful rewards and real relief, i.e. less searching, more orientation. Messages such as "We make the festive season easier for you" fit better into this mood than simply "Buy more".
It is also important to look beyond December 31. Those who help to avoid bad purchases, offer fair exchange options and focus on quality and suitable gifts will be remembered as reliable and trustworthy after the holidays.
Brands should therefore respect the emotional and social nature of December and communicate in such a way that the decision still feels good in January.
What mistakes do brands make particularly often in January because they misjudge the ascetic, reset-oriented mindset?
A common mistake is that brands treat January in the same way as December, simply in a healthy way. Instead of indulgence, they sell renunciation, but with the same logic: "A new you in 30 days", radical diets, fitness or savings programs that are hardly realistic in everyday life. Although brands appeal to the reset feeling, they massively overestimate how much willpower people have in real January between job, family and gray everyday life. Psychologically, it would make sense to build on what is realistically achievable: small, feasible steps, flexible entry points, support in sticking with it. This creates trust and brand loyalty.
Which recurring misconception or habit in marketing do you personally encounter most often - and surprises you anew every year?
This is a difficult question, not easy to answer. But what amazes me every year is the excessive focus on marketing approaches that emphasize the radical new start. It would be desirable to meet people where they are in mid-January. With realistic goals that are achievable and lead to a sense of achievement. For example, a fitness subscription that starts with one workout per week, or savings goals that reward small steps instead of total sacrifice. Even if it's not specifically aimed at January, I think a campaign like "You don't have to be perfect to protect the climate" from the WWF is very successful. It takes the pressure off perfection, focuses on small, feasible steps and picks people up where they actually are.
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