I wish you a happy, happy Christmas! Feeling all warm and fuzzy inside already? But why?
What brings out the best in those around you this time of year? We live in a time of change. Even so, one thing has almost always remained the same: celebrating Christmas. Even though religion plays a less prominent role in Western society, the enthusiasm and joy surrounding the holiday still prevail.
The popularity of holidays such as Christmas is partly due to psychology. Humans are habit makers, and we tend to stick with things that are familiar and easy. Our brains are designed to use cognitive biases to breeze through life, and the holiday season is no exception.
We learn traditions from others
Social psychologists have discovered that the reason behind the creation and continuation of traditions is a combination of social learning and the avoidance of punishment.
Individuals tend to observe others to gauge the most appropriate behavior in various situations. This herding behavior is a fundamental cognitive bias in most processes in our lives, from cultural development to the adoption of trends and innovations.
We learn from others to avoid behavior that goes against the self-image we have built. So we learn how traditions such as putting out shoes for Sinterklaas (Dutch) or Père Noël (France), putting out socks for Santa Claus (American and British), or putting out candles for Hanukkah ( Judaism) work by observing the people around us.
We want to be consistent in our behavior. But that leaves a perhaps more puzzling question. Why should we continue our traditions?
researchers attribute this to the threat of avoiding punishment. I know, this sounds extreme. But when you separate punishment from its socially constructed meaning, it makes more sense. People don't want to stop traditions because they're not sure what the consequences will be. We all want to be consistent in our behavior. Whether it is alignment with our language, habits, attitudes, values or beliefs, there is an automatic reaction to continue doing things the same way we have done them before.
This reliance on consistency helps us make decisions in our daily lives. So when it comes to that special time of year, it's always easier to get back to what you've been doing your whole life than to take a step into the unknown. At the same time, consistency allows us to avoid negative emotions such as disappointment, embarrassment, and loss.
Finally, you may be able to understand why my cousins and I no longer sit on Santa's lap. The desire to stay consistent to avoid the punishment of loss or disappointment is outweighed by the desire to avoid embarrassment, ultimately giving us the motivation we need to adapt our traditions into our adult lives.
We crave nostalgia
When December arrives, cities and towns are blanketed in familiar sights and smells from your childhood. These symbols often lead to feelings of nostalgia, which according to research make people more optimistic about the future.
Reflecting on past positive experiences affects individuals on two levels.
1. First, it induces more social connections and then increases self-esteem.
2. Second, these positive reactions lead to more positive evaluations of the future.
We Can't Resist the Smells and Sounds of the Holidays
Speaking of nostalgia, some of the most nostalgia-inducing factors, smells and music, can be found just about everywhere this time of year. Naturally, there's a good reason for all this.
A study found that consumers who walked into a store with both holiday scents and music were more likely to speak positively about the store, its merchandise and the store environment than those who were in a store with only or without these elements.
It has been found that odors can cause an attraction effect, whereby an individual smells a pleasant or familiar odor and is attracted to the source.
Meanwhile, playing theme music has been found to affect mood and perception of time.
Retailers take advantage of this to subtly influence our moods, filling their stores with overly cheesy (but no less amazing) holiday songs that we can’t help but sing along to.Not to mention the countless Christmas stalls with the aroma of spices and baked goods wafting from the walls.
We love those warm feelings
The most popular holiday stories often symbolize the values that represent this time of year.
They usually have themes such as kindness, charity, gratitude, love and hope. These themes are often induced into the audience due to the persuasive power of the story. This happens in a process called transport. This psychological process describes how immersion in a story affects an individual's attitudes, intentions, and behaviors.
So when viewers watch holiday films, they subconsciously recreate these same values in their lives. And, many times, it brings with it the mood set in the movie.
Why do you need to understand the psychology of Christmas?
The holidays are a special time of year that bring out a different side of us all. And it's these changes in the way we behave that make it interesting to reflect on and dissect and find those unique quirks of human behavior.
Understanding and being able to recognize certain behavioral patterns can help you become a more aware consumer or retailer. Whether analyzing holiday craze, your habits, or the behavior of your target audience, staying aware and critical is key. Because this can lead to more effective and purposeful change.
finally wishes everyone a happy holiday!
