Current facets (Pre-Master)
Do you want to live a healthier life?
Do you want to live a healthier life? Drink less? Quit smoking? Get more exercise? Eat organic food?
Thanks to our New Year’s resolutions, January is great for the fitness industry. But not for long: by the end of the month most new members choose Netflix over the gym again.
Human procrastination has no secrets to Professor of Behavioral Economics Kirsten Rohde (36). Like most of us, as soon as a good excuse arises, she skips the gym.
What would happen if a fitness center would give a financial incentive to newbees? Would that motivate them to go on? Would the effect be strong enough to ensure the new habit to dig in?
As it turns out, the answer is yes! And the investment is quite low. Fresh members of a fitness center in Tilburg received ten percent of their subscription back - a refund of only €10.00 to € 25.00 - and it did the trick.
But not for long... That has to do with the fact that our brain finds it inconvenient that we pay for the costs now and enjoy the benefits later. In other words: we love to make plans for later this week, but we hardly ever go today.
There's one more trick you could try in order to change your own behaviour. And it doesn't envolve any money either. Just try going to the gym together. You'll be less likely to cancel!