From the course: Building a Brand That Your Customers Will Love
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The power of surprise
From the course: Building a Brand That Your Customers Will Love
The power of surprise
- Think back to the last time you got a gift you really loved. Did you know it was coming? Or does it come as a surprise? A good surprise doesn't have to be relegated just to gift-giving. Brands can utilize it too. In this lesson, I'll introduce you to the power of surprise and how it can be applied to enhance the consumer experience and the perception of the brand. Surprise turns good experiences into great ones. In 2001, Neuroscientist Greg Burns looked at how surprise influences pleasure on a human level using fMRI, a technique which allows researchers to eavesdrop on the brain. As a participant, it's a pretty fun experience. You get to lie awake in the fMRI scanner and sip tasty juice through a plastic straw. In one condition, the juice came out at regular ten-second intervals. In the other condition, the same overall amount of juice was given, but the timing of the administration was random, thus the juice came…
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