Does the moon effect consumer behaviour?

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Is it full moon or something….

How often do we utter these words when encountering careless drivers on the road, feeling unusually frisky or playful, or witnessing generally bizarre behavior? Since ancient times, there has been a belief that a full moon causes madness. The word “lunatic” comes from Latin, meaning “of the moon” or “moonstruck.”

Numerous studies suggest that mood significantly affects human behaviour and psychology.

In 1978, psychiatrist Arnold Lieber explored the idea that the moon’s phases affect human emotions and behavior due to the body’s high water content (60% H2O, baby!). He suggested that during a full moon, there’s a significant increase in incidents like murder, suicide, assaults, psychiatric emergencies, and fatal car accidents. This definitely links to erratic behavior, which affects the way we make decisions.

The link between erratic behavior and consumerism lies in the influence of emotions and psychological states on consumer decision-making. Erratic behavior, like sudden impulses or mood changes, can drive people to make unplanned and irrational purchases, impacting consumer behavior. I mean… have you ever found yourself impulsively splurging on that “must-have” item during a mood swing? Recipe for disaster!

Despite Lieber’s lunar theories, experts pumped the brakes, debunking the moon’s mystical hold over us. Numerous studies, including a meta-analysis of 37 research papers in 1985, found no correlation between the full moon and various occurrences such as crisis center calls, suicides, crimes, or psychiatric issues. Modern research continues to support these findings, with studies showing no connection between the full moon and psychiatric admissions, hospital admissions, or aggressive behavior.
Some experts think that our strong beliefs in the moon’s effects are just tricks our minds play on us. We tend to notice things that support what we already believe.

But hey, if people have believed it for thousands of years, there might be a kernel of truth in there somewhere.

Research shows that a full moon can affect sleep, making it harder to fall asleep and reducing sleep quality, and a 30% decrease in overall deep sleep.
Additionally, the full moon is associated with lower leptin production, a hormone that signals fullness, contributing to increased feelings of hunger. However, while the lunar cycle may influence certain aspects of human behavior, there is no conclusive evidence linking it to peak spending on food, snacks, or food delivery.

Overall, as mentioned earlier, the belief that things get ‘a little weird’ during a full moon might actually become a self-fulfilling prophecy. People might behave differently simply because they think they should act strangely. This makes it a great opportunity for the perfect marketing strategy when the full moon rolls around. Would you take advantage of this marketing tactic?

Source: Very Well Mind
Source: Express UK
Source: Healthline

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