Making ideas surprising can make them more shareable from "summary" of Contagious: by Jonah Berger | Summary & Analysis by Elite Summaries
Why do some ideas go viral while others fizzle out? According to Jonah Berger, one key factor is surprise. When we encounter something unexpected, it grabs our attention and piques our curiosity. This element of surprise makes ideas more memorable and shareable. For example, a study found that articles with surprising content were more likely to be shared on social media. Surprise works because it disrupts our expectations and challenges our assumptions. This cognitive dissonance compels us to make sense of the unexpected information, leading us to engage more deeply with the idea. This heightened level of engagement makes us more likely to share the surprising idea with others. However, surprise alone is not enough ...
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