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I recently became aware of the term "The Zeigarnik Effect" which describes a phenomenon first articulated by the Russian psychologist Bluma Zeigarnik (hence the name). The Zeigarnik Effect simply states that people remember interrupted or incompleted tasks better than completed ones.
If you think about it a bit, it makes some sense that this would occur. After a task or project has been completed, the details of it will generally not play as important of a part in our day-to-day life as the tasks/projects that are still in progress so it would be advantageous to have it recede in memory compared to things that aren't finished.
I've been trying to think of examples where this effect may have been or is being exploited to keep something foremost in people's minds, possibly without them being aware of why that is. It seems to me like the sort of psychological phenomenon that advertisers or politicians would be able to exploit to their advantage.
Comments? Examples?
If you think about it a bit, it makes some sense that this would occur. After a task or project has been completed, the details of it will generally not play as important of a part in our day-to-day life as the tasks/projects that are still in progress so it would be advantageous to have it recede in memory compared to things that aren't finished.
I've been trying to think of examples where this effect may have been or is being exploited to keep something foremost in people's minds, possibly without them being aware of why that is. It seems to me like the sort of psychological phenomenon that advertisers or politicians would be able to exploit to their advantage.
Comments? Examples?
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Re: The Zeigarnik Effect
Sat, August 27, 2005 - 6:56 PMAh, the Zeigarnik Effect. It's little known, but very powerful. You asked for examples so here's just one. Do you know why so many television series have a cliff-hanger type episode before they go on summer hiatus? They're exploiting the Zeigarnick Effect. If they do it well, you'll be anticipating the cliff-hanger's resolution all summer. You're right, in that it can be and is exploited by those who want to effect behavior. -
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Re: The Zeigarnik Effect
Tue, August 30, 2005 - 6:36 PMYeah, I see. That would explain why soap operas do so well. There's always not just one, but several unfinished stories going on in them. So, how would advertisers use the Zeigarnik Effect to their advantage? Do they? -
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Re: The Zeigarnik Effect
Wed, August 31, 2005 - 11:03 AMDo you know what Direct Response advertising is? You see these types of ads on tv all the time, where they tell you about the product and give you an 800 number to call or a website to go to. These types of ads frequently use the Zeigarnik effect.
You know the kind, "I never dreamed I could make $5000 a month, working out of my own home, PART TIME!!". They'll show you two or three testimonials to that effect with a teaser of a simple secret that allows them to make this incredible amount of money with little or no effort. You just need to call the number to get the details. Then for some $$ they'll reveal the incredible secret.
That's just an easy example. They may use other hooks, but there will be some unrevealed key to what they're trying to get you to buy that compels you to make the phone call. Even if you're skeptical of the product or service they're pushing, you'll tend to be very curious about what the secret they say they'll reveal is.
These ads are very effective. They pique the curiosity of everyone who watches them and a certain percentage of those will consummate the deal, thus allieviating the tension the Zeigarnik Effect generates.
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