Blog
Applying the Zeigarnik Effect in business
January 23, 2025
To engage in business, one must have a thorough understanding of human behavior which is key to capturing attention, driving engagement and motivating action. One impactful psychological phenomenon is the Zeigarnik Effect. It reveals how unfinished tasks or incomplete experiences tend to stay at the forefront of people's minds, compelling them to seek resolution.
Zeigarnik Effect is a psychological concept discovered by Russian psychologist Bluma Zeigarnik in the 1920s. In her research, Zeigarnik found that people are better at remembering incomplete tasks than those they have already completed. For instance, restaurant servers could recall pending orders in detail, but once the orders were fulfilled, the memory of them quickly faded.
In essence, the human brain is naturally drawn to unresolved situations. This is why an unfinished project, a pending decision or an overlooked message often linger in our minds until these are resolved.
How does this phenomenon relate to business?
Think about marketing campaigns that tease new products or loyalty programs with customers expecting rewards. These are examples of the Zeigarnik Effect in action, in which businesses create a sense of anticipation to keep their audience engaged.
By applying this principle, businesses can encourage customers to return, boost employee productivity and increase conversions.
Here are some actionable ways businesses can use the Zeigarnik Effect to their advantage:
1. Creating engagement through curiosity
One effective strategy is to induce desire among your audience. For instance:
– Marketing campaigns: Use teasers to generate interest. A campaign that says, "Something exciting is launching soon. Stay tuned!" can create curiosity and keep your audience engaged.
– Email marketing: Structure your email series so that each email leaves a question unanswered or a promise unfulfilled, encouraging recipients to look forward to the next update.
2. Improving sales through incompleteness
Businesses can nudge customers toward completing transactions by strategically leveraging the discomfort of unfinished actions:
– Abandoned cart reminders: Many e-commerce platforms send reminders to customers who have left items in their cart, prompting them to complete the purchase. This leverages the lingering thought of an unfinished order.
– Free trials: Offer free trials where some features remain locked. Users who enjoy the initial experience are often motivated to upgrade to access the full version.
– Loyalty programs: Design programs where customers earn points or rewards that require one final step to claim, encouraging repeat visits.
3. Driving workplace productivity
The Zeigarnik Effect isn't just for customers — it can also motivate employees to stay focused and productive:
– Goal-setting and progress-tracking: Break down large projects into smaller, incomplete steps. Employees are more likely to push through when progress is visually tracked and they see tasks nearing completion.
– Employee engagement tools: Use tools like progress bars or checklists to highlight what's left to do. The visual reminder of unfinished tasks can encourage team members to keep moving
forward.
Clear advantages
Integrating the Zeigarnik Effect into your business strategy offers clear advantages:
1. Enhanced customer engagement
By creating a sense of anticipation or leaving something unresolved, businesses can keep customers coming back. Whether it's through email campaigns or loyalty programs, the sense of incompleteness drives engagement and repeat interactions.
2. Higher conversion rates
Techniques such as abandoned cart reminders and free trials are proven methods for improving sales. When customers are reminded of incomplete purchases or partial experiences, they are more likely to take the next step.
3. Improved employee performance
Incorporating progress tracking and milestone-based goals taps into the Zeigarnik Effect to boost employee productivity. Highlighting unfinished tasks fosters a sense of urgency and encourages focus.
Let's take a look at familiar examples of businesses using this principle effectively:
– Streaming platforms: Netflix's autoplay feature and cliffhanger endings ensure viewers stay engaged and binge-watch more episodes.
– Mobile games: Games often include levels or challenges that players can't complete in one sitting, enticing them to return and finish.
– E-commerce platforms: Apps like Lazada or Shopee send reminders about items left in carts, leveraging the Zeigarnik Effect to nudge users into completing their purchases.
The Zeigarnik Effect demonstrates how powerful the human mind's response to incompleteness can be. By strategically applying this principle, businesses can capture attention, encourage action and foster loyalty.
Whether you're launching a new marketing campaign, designing customer experiences or managing employee productivity, leveraging the Zeigarnik Effect can help your business stand out. The key is to strike a balance: Create enough curiosity or anticipation to engage your audience without causing frustration.
***
Kay Calpo Lugtu is the chief operating officer of Hungry Workhorse, a digital and culture transformation firm. Her advocacies include food innovation, nation-building and sustainability. Email her at kay.lugtu@hungryworkhorse.com.