Zeigarnik Effect

Our brains have am amazing ability to delete information. In particular, we tend to rapidly, very rapidly, delete the memory of completed activities while remembering those that are uncompleted or interrupted. This was first investigated in the late 1920s by psychologist Bluma Zeigarnik, hence the name…Zeigarnik Effect.

At first this seems merely interesting and perhaps even a bit obvious. We all know that if we’re still working on something it’s front of mind and so more easily recalled than something we finished last week…or an hour ago. With further thought the Zeigarnik Effect becomes much more intriguing. How can it be used to strengthen customer connections, enhance employee performance, turn people from bored visitors to your website to fully engaged site addicts?

Suddenly the Zeigarnik Effect is much more interesting.

Think about how television and movie producers have used it to build suspense and capture your attention. As you see commercials and other advertisements, consider how it’s used to build customer, and prospective customer, interest. Notice how master storytellers of all types build it into their stories…and how less good storytellers are inept with it.

The pause, a subset of the Zeigarnik Effect, is used by all great speakers. Even a short time of incompleteness grabs you more than a rush to completeness.

Review your recent advertisements, your website, your blog, your presentations, your messaging in general. Are you completing everything quickly and fully and so causing the audience to quickly delete your message? Or are you cleverly leaving them with something not quite finished, something that keeps their attention focused and their memory active?

If the former, congratulations. And if the later, perhaps you need…