#395: How to Use Storytelling to Hack Human Behavior
Business of Story
00:00
Information Gap Theory Chapter Nine Prompting Consumers to Take Action
The idea of information gap theory, it's a term that was coined by a neuroscientist named George Lowenstein. What he found was if there's a gap between what you know and what you want to know, you'll take action to close the gap. So anything that we can do to kind of peak somebody's curiosity, they will likely follow through to get the answer. This isn't going to work if somebody feels that they already know everything about a particular subject. It's also not going to working if they have zero interest in a subject.
Transcript
Play full episode
