Why do waiters remember your order until the food is served?
The Zeigarnik Effect is a psychological phenomenon that explains how people tend to remember unfinished or interrupted tasks better than completed ones. This concept was first introduced by Bluma Zeigarnik, a Russian psychologist, in the 1920s after she observed that waiters could recall unpaid orders more easily than completed ones.
According to this effect brain keeps incomplete tasks in an active state, creating a sense of mental tension until they are resolved. The discovery of this effect came from a casual observation in a Viennese café. Zeigarnik noticed that waiters could easily remember orders that were incomplete or not yet paid , but once the bill was settled, they quickly forgot the details of the order. This observation led her to conduct a series of experiments to understand the relationship between memory and task completion.
To test her hypothesis, Zeigarnik conducted a study in which participants were given simple tasks such as puzzles or manual activities. Some participants were interrupted before completing the tasks, while others were allowed to finish them. Later, when asked to recall what they had done, participants who were interrupted were significantly better at remembering the unfinished tasks compared to those who completed them.
This research demonstrated that the brain creates a cognitive tension around incomplete tasks, keeping them active in memory until they are resolved. Zeigarnik’s work became a cornerstone of cognitive psychology, influencing studies on motivation, attention, and memory retention.
In marketing, this effect is strategically used to keep customers engaged, increase anticipation, and encourage them to complete desired actions, like making a purchase or signing up for a service.
How the Zeigarnik Effect is Used in Marketing:
Teasers & Previews: Marketers use teasers and previews to create curiosity by leaving certain details or information incomplete. This taps into the Zeigarnik Effect, making consumers feel compelled to find out the rest of the story.
Example: Netflix often drops teaser trailers for upcoming shows or seasons. Viewers are left hanging on a cliffhanger moment, making them eager to see the full show and resolve the unfinished narrative.
Abandoned Cart Reminders: Many e-commerce platforms use the Zeigarnik Effect when a customer adds items to their cart but doesn't check out immediately. The unfinished action (uncompleted purchase) creates a feeling of incompletion, prompting customers to return to their carts.
Example: Online stores like Amazon or Flipkart send reminder emails like “You left something in your cart” or “Your items are waiting for you.” These messages remind customers of the unfinished action and encourage them to complete the purchase.
Limited-Time Offers: Time-sensitive sales or promotions also use the Zeigarnik Effect by creating a sense of urgency and incompletion. Consumers feel the need to act quickly to avoid missing out, playing on their desire to "complete" the offer before time runs out.
Example: Flash sales or countdowns like "Hurry! Only 2 hours left!" or "Only 3 items left in stock!" create a sense of urgency and prompt immediate action to complete the purchase.
Progress Bars and Gamification: Progress indicators that show how much of an activity is completed, such as filling out a form or reaching a certain level in a game, can encourage users to continue and complete the task. The unfinished state motivates users to finish what they've started.
Example: Websites offering services like LinkedIn or Dropbox use progress bars during profile completion or onboarding processes. Users are more likely to finish their profiles or sign up because they are visually aware of the incomplete status.
Content Series or Episodic Campaigns: Marketers use the Zeigarnik Effect in content marketing by releasing content in multiple parts or episodes, making consumers eager to see what happens next.
Example: Brands like Red Bull or Coca-Cola sometimes create multi-part video stories or campaigns where each part ends on a cliffhanger, leaving the audience eagerly awaiting the next episode to find out how the story ends.
By creating a sense of unfinished business or incompleteness, marketers can effectively tap into the Zeigarnik Effect to keep customers engaged and encourage them to complete actions, ultimately driving sales and increasing conversions.
Is the Zeigarnik Effect Still Relevant in Marketing Today?
Yes, the Zeigarnik Effect is very much alive and actively used in marketing today. In fact, it remains a powerful psychological tool for engaging consumers and driving action. While its roots are in psychology, its application in modern marketing has evolved and adapted to new trends, platforms, and consumer behaviours.
The effect is still relevant because it taps into natural human tendencies—our desire for closure, resolution, or completion. Brands continue to use strategies like abandoned cart reminders, teaser campaigns, limited-time offers, and content series that leave customers wanting more. These tactics keep consumers engaged, curious, and motivated to take the next step. So, far from being outdated, the Zeigarnik Effect is still a key part of effective marketing campaigns today.
Comments