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Embrace the element of surprise from "summary" of Contagious by Jonah Berger
One way to make our message more contagious is to embrace the element of surprise. Surprise can grab attention and make people take notice. When something is unexpected, it breaks through the clutter. We are bombarded with so much information every day that we tend to tune out most of it. But when something surprises us, it piques our curiosity and keeps us engaged. Surprise can also lead to a positive emotional response. When we are surprised in a good way, we feel excited and delighted. This positive emotion can then be associated with our message, making it more likely to be shared. People love to share things that make them feel good, so by incorporating surprise into our content, we can i...
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