Make it Stick

[…] “the gap theory” of curiosity. This is the notion that a gap in knowledge is painful – it’s like having an itch that needs to be scratched. It’s also the reason that murder mysteries, crossword puzzles, sport contests, and even Pokémon succeed in grabbing attention: An audience is challenged to predict an outcome and then left wondering, “What will happen?” and “Was I right?”

But to capitalize on this kind of natural situational interest, the Heaths point out, “we need to first open gaps before we close them. And yet, too often, the communicator’s tendency is “to tell people the facts. First, though, they must realize that they need these facts.”

Michael S. Hopkins, ‘Why some ideas stick and others don’t

[x]#2455 fan maandag 29 januari 2007 @ 13:32:24

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