Towards an understanding of self improvement: the intersection of the Fresh Start Effect and implicit theories

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Mathew, Jiby
University of Lethbridge. Dhillon School of Business
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Lethbridge, Alta. : University of Lethbridge, Dhillon School of Business
The objective of this research is to understand how individuals experience a Fresh Start Effect (FSE). Self-efficacy is tested as a driver of the effect and the phenomenon is analyzed through the lens of implicit theories. The FSE examines how new beginnings allow individuals to mentally separate from their imperfect former self and pursue self-improvement. The effect is driven by a temporal landmark (like New Year’s Day), giving the person a feeling of a new beginning. This study focuses on understanding the process underlying the FSE. Individual response is studied in terms of perceptions of self-efficacy and goal commitment. This research demonstrates that a person with a fixed mindset will change to more of a growth perspective following a Fresh Start Message (FSM). The implications of this research will help marketers implement positive change and inform individuals on how to leverage life events for successful personal improvements.
Self-actualization (Psychology) , Self-efficacy , Goal (Psychology) , Change (Psychology) , Fresh Start Effect , implicit theories , positive change , self-improvement , temporal landmarks