How to go dry this January – from a behaviour expert
January heralds a time for new beginnings and health fixes, with many opting to ditch alcohol as part of the national ‘Dry January’ campaign.
Already trying to make a change? Top behaviour science expert Professor Ivo Vlaev (Warwick Business School) shares his tips for sticking to the challenge.
Commit to it – consistency is key
Dry January harnesses the psychological principle of commitment and consistency. When individuals publicly commit to something, like abstaining from alcohol for a month, they are more likely to follow through to maintain self-consistency. “This is strengthened by social commitment, where sharing one's participation with friends or on social media can further increase adherence”, says Professor Vlaev.
Put a timeframe on it
By framing these challenges within the time-bound context of a month, it becomes a more manageable and less daunting commitment. This defined duration helps people engage with the behaviour change by giving a clear end point, making the challenge seem more achievable.
Get by with help from friends
Dry January creates a sense of community and social norm around the desired behaviours. When people see others participating in these campaigns, especially peers or influencers they admire, it can create a social pressure or influence that encourages them to join in.
Make it a habit
Engaging in a month-long activity can be a powerful way to form new habits or disrupt existing ones. The 30-day duration is significant enough to allow individuals to experience the benefits or challenges of their new behaviour, which can lead to longer-term lifestyle changes.
Empower yourself
“The Dry January campaign promotes a sense of self-efficacy” explains Professor Vlaev. “Successfully completing it can enhance individuals' belief in their ability to control and change their own behaviours, which is a critical aspect of self-regulated behaviour change.”
Set goals
Dry January aligns with the goal-setting theory in behavioural science, where setting specific, challenging, but achievable goals (like abstaining from alcohol) can lead to higher performance and greater motivation.
Reward yourself
While the primary rewards of participating in these campaigns come from within (improved health, ethical satisfaction, etc), often, there are external rewards as well, like social recognition, which can further motivate your completion of Dry January.
Embrace your new values
As February rolls around, the thought of drinking alcohol again might feel like it's in conflict with your new perceptions and values - this is called cognitive dissonance, says Professor Vlaev. “This can lead to more enduring behaviour change as individuals seek to reduce this dissonance.”
Warwick resources to support you
On a mission to complete Dry January or make other changes in your life? There are lots of resources to explore via our Employee Assistance Programme, from guides to eating healthily or quitting smoking to online counselling offerings.