Ever heard of “God’s Own Country?” If you haven’t, it’s my home - a small South Indian state called Kerala, famous for its stunning diverse landscapes and rich cultural heritage. Growing up in Kerala, I always looked forward to Onam, our legendary harvest festival celebrating the annual visit of the mythical King Mahabali (that’s a story for another day).
Onam is more than just a celebration of prosperity and renewal. It’s a vibrant mix of tradition, culture, and community that brings everyone together every year. But beneath these lively festivities lies a subtle yet powerful force - the science of human behaviour! From the colourful flower carpets (Pookkalams) to the energetic tug-of-war (Vadamvali), Onam mirrors cooperation and connection within communities.
So, let me take you through a few Behavioral Science concepts I see in action every Onam.
Pookkalam: The art of collective decision-making
Early mornings during Onam are dedicated to Pookkalam making. These intricate flower carpets are a perfect stage to showcase creativity, no matter your age, gender, or background. And let me tell you, it's a goldmine for observing social dynamics.
From the initial planning and design to the actual execution, Pookkalams are a striking example of cultural conformity. There's an unspoken expectation about what a proper Pookkalam entails, yet, most of us stick to the expected patterns, to “fit in” with the tradition (unless, of course, you're competing - innovation is the name of the game!).
What I love is how younger family members pick up on this by watching and helping out, learning the culture and tradition from the older generation. Trust me; the satisfaction of completing a Pookkalam and the positive reinforcement from the elders is an emotional satisfaction like no other.
Once the flowers are beautifully arranged, it’s time for a feast.
Onam Sadya: Reciprocal Altruism & Choice Architecture
If you manage to move after having a complete banana leaf Onam Sadya, you must be the Hulk! The Onam Sadya (called Onasadya by the people of Kerala) is a traditional vegetarian banquet served in a banana leaf, during the Onam festival every year. With over 20 dishes made and served in a dictated order (from pickles and curries to the final dessert called ‘Payasam’), Onasadya has Choice Architecture served all over it. The entire meal is a conscious practice to influence taste and digestion.
First come the tangy, salty items to kickstart your appetite, followed by all the different curries and rice, with the sweet payasam at the end to leave a lasting memory. It’s a perfect example of the peak-end rule, and most of us love the intoxication (legal!) from an extra glass of payasam.
But that’s not all. The preparation and sharing of the Sadya reflect the concept of reciprocal altruism. Families, friends, and neighbours come together to cook and share the meal, helping each other with the implicit understanding that such generosity will be returned. It’s the same community spirit that strengthens the bonds among Keralites, especially during tough times.
Speaking about strength, it’s time to break some pots - quite literally!
Onam games: A playground of behavioural biases & principles
All work and no play? Not during Onam! Two games, in particular, stand out: Vadamvali (tug-of-war) and Uriyadi (pot-breaking). Both are fun, but if you look closely, they teach us a lot about teamwork and overcoming our biases.
Vadamvali, or ‘the tug of collective behaviour’ reflects group dynamics and social structures. From forming teams to developing a strong group identity, Vadamvali reflects the Social Identity Theory (Tajfel & Turner, 1979), which suggests that people derive part of their identity from the groups they belong to. Without any formal hierarchy, players naturally take up positions based on their physical abilities, optimising team performance - a prime example of strategic thinking and spontaneous organisation.
On the other hand, Uriyadi is played blindfolded and with only the crowd’s shouts to guide you, this pot-breaking game puts your senses and behavioural biases to the test. You’re trying to hit a pot while battling uncertainty, and the fear of failure in front of a large crowd.
The game also demonstrates imitation. Players often base their attempts on the techniques of previous participants, a way of social learning and cultural transmission. Many also fall prey to the overconfidence bias - they overestimate the power of their strategies leading to the belief that they have a better chance of hitting the pot than their competitors.
Where else do we overestimate our abilities? Don’t think too hard, it’s our shopping behaviour!
Onam shopping: A season of heightened marketing & consumer behaviour
The Onam season, like any other festival, observes a surge in marketing offers influencing consumer behaviour. One area where innovation in marketing and design is commonly observed is the Onakkodi (Onam clothes) tradition - generally clothes in an off-white colour with a gold border (commonly called Kerala Kasavu mundu/saree) symbolising new beginnings and prosperity.
Marketers know this all too well, and the abundance of limited-time offers, bundled deals, and fresh designs creates a perfect storm of behavioural biases. We experience the anchoring effect, scarcity, and FOMO (Fear of Missing Out) driving us to splurge.
Onakkodi is not just a tradition of buying new clothes, it is also a practice of gifting new clothes to loved ones. This tradition of gifting Onakkodi strengthens relationships creating a cycle of giving and receiving that’s hard to resist, thereby leveraging reciprocity bias.
Isn’t it fascinating how a festival fosters communal strength and support?
Hop on the bandwagon to explore a feast of Behavioural Science
So, there you have it. These are a few fun and interesting Behavioural Science powerplays I have observed during Onam since I started studying Behavioural Science. From Pookkalam's social identity to Sadya's choice architecture, Vadamvali's group dynamics to Uriyadi's risk & uncertainty assessment, and finally the shopping frenzy - Onam is a Behavioural Scientist’s Disneyland disguised as traditions and culture.
Whether you’re participating in Onam or observing from afar, the festival reminds us that our behaviours are deeply connected to our communities and traditions. Where else can you get a rich blend of culture and psychology, served with a side of banana chips?
Sneha Shyam is a Behavioural Scientist with a Master's degree in Behavioural Economics from the University of Nottingham. She loves applying behavioural insights for the creation of ethical and sustainable consumer experiences. Sneha has applied behavioural insights in projects ranging from health, education, employee engagement, and sustainable transportation. She is enthusiastic about exploring behavioural science in day-to-day life and culture and loves sharing the same and talking about it to spread the word about Behavioural Science.
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