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Tushar Aher Patil
Trying to do better • 5m
Ever forget what you had for breakfast, but that unfinished email or signup process is stuck in your head? There's a psychological reason behind it! It's known as the Zeigarnik Effect. Discovered by Soviet psychologist Bluma Zeigarnik, who observed that waiters could recall orders only until they were served; once completed, the memory faded. The Zeigarnik Effect states that people remember uncompleted or interrupted tasks better than completed ones. Why does this happen? Our brains naturally like closure. An incomplete task creates mental tension that keeps it active in our memory until we resolve it. This isn't just a quirk of memory; smart businesses use this principle! Here are a few ways the Zeigarnik Effect is applied: • Marketing: Cliffhangers in content or email series keep audiences engaged and returning for the conclusion. Think "Stay tuned for part 2". • Sales & Funnels: Showing progress bars during signup or checkout (e.g., 70% complete) triggers the desire to finish the process. Abandoned cart emails work because the purchase is left as an “incomplete task”. • Productivity: The "just start" rule leverages this effect. Starting a task (even for 5 minutes) creates that mental tension, making your brain want to complete it. Ultimately, we're wired to close the loop. The Zeigarnik Effect highlights how powerfully unfinished tasks can mentally attach to us, which smart businesses use to drive action.
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