Between consumerism and asceticism: How brands are responding wisely
In December, we treat ourselves to more, while in January, many switch to a mode of abstinence. There are clear psychological mechanisms behind this shift between indulgence and asceticism. Consumer psychologist Marcel Zbinden from Lucerne University of Applied Sciences and Arts shows how reward systems, social norms, and framing control our behavior around the turn of the year—and what this means for brands.
Mr. Zbinden, why do consumers tend to indulge in enjoyment and consumption in December—and why is this so often followed by an ascetic counter-movement in January?
December is emotionally charged in many ways. Social rituals, family, «that's how we've always done it.» People treat themselves to better food, toys, and trips because it «feels right» and not because it is rationally optimal. The dark days, the stressful end of the financial year in business, and the 13th month's salary also play their part in loosening the purse strings or credit card in our wallets or smartphones. In everyday life, many of us have implicit rules regarding healthy and sensible behavior, which are consciously or semi-consciously suspended in December, the last month of the year. Psychologically, we engage in a kind of mental accounting: today I can go overboard because I promise myself that I will make up for it later. In research, this is referred to as «moral licensing.» In December, we push our personal limits and invent good stories about why it's «okay now.».
And in January, everything will be different?
We don't mentally ignore these December slip-ups. 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 relaxed vacation mode. Back in stressful everyday life, willpower is significantly less effective, which is why many resolutions are abandoned during January or shortly thereafter. This also has to do with the fact that many people approach planned behavioral changes in completely the wrong way. 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 receptive to consumer stimuli during this period?
Our reward system goes a little crazy in December. Everything is a little over the top. We know from brain research that even the expectation of a reward releases dopamine. In December, we are practically constantly faced with the next little «reward corner»: Black Friday bargains, Christmas markets, lights, company aperitifs, Advent events, finding the right gift, mulled wine and cookies everywhere. With every stimulus we experience, we reinforce the reward loop. In addition, alcohol and sweets are firmly associated with this time of year, which further feeds the reward system with quick, intense stimuli.
What happens psychologically in January that suddenly self-discipline, sacrifice, and radical resolutions dominate?
In January, many people's focus shifts 180 degrees. The gluttony of December is still very much present, and the discrepancy between the ideal image of «healthy, disciplined» and what we have just experienced is at its greatest. This is precisely what makes many people in Switzerland particularly receptive 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 behavior of the past year is attributed to the «old self,» while the «new self» is expected to do everything better starting January 1. The media, friends, and campaigns such as Dry January or Veganuary reinforce this feeling that now is the time for self-discipline and sacrifice. Many people also plan their resolutions in a relaxed holiday mode. In this mood, radical plans seem feasible, even if they later fail due to a lack of time, energy, and willpower in everyday life.
How should brands leverage these psychological patterns in December?
Brands should view December as a highly emotional month, not as a license to sell as much as possible in as little time as possible. Many people are tired, stressed, spending more than usual, and consciously treating themselves. This is exactly where brands can come in, by presenting products and services as meaningful rewards and genuine relief, i.e., less searching, more guidance. Messages such as «We make the holidays easier for you» fit this mood better than simply «Buy more.».
It is also important to look beyond December 31. Those who help customers avoid bad purchases, offer fair exchange options, and focus on quality and suitable gifts will be remembered after the holidays as reliable and trustworthy.
Brands should therefore respect the emotional and social character 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 exactly the same as December, simply in a healthy way. Instead of enjoyment, they sell abstinence, but with the same logic: «A new you in 30 days,» radical diets, fitness or savings programs that are hardly realistic in everyday life. Brands may be appealing to the reset feeling, but they massively overestimate how much willpower people have in the real world of January, between work, family, and the gray everyday routine. Psychologically, it would make more sense to focus on what is realistically achievable: small, feasible steps, flexible starts, 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 which surprises you every year anew?
This is a difficult question that is not easy to answer. But what amazes me every year is the excessive focus on marketing approaches that emphasize radical new beginnings. It would be better to meet people where they are in mid-January. With realistic goals that are achievable and lead to a sense of accomplishment. For example, a gym membership that starts with one workout per week, or savings goals that reward small steps instead of total abstinence. Even though 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, achievable steps, and meets people where they actually are.
Courses at Lucerne University of Applied Sciences and Arts on the topic
