Nudge The Secret Behind KFC’s Success
7 snips
Jan 12, 2026 
Richard Shotton, a behavioral scientist and author, dives into KFC's famous secret recipe, revealing how its secrecy boosts customer loyalty rather than being just a culinary necessity. He discusses the psychology behind information gaps and how they fuel curiosity, citing experiments that show partial information keeps audiences engaged longer. The conversation also touches on KFC's innovative marketing stunts and how mystery can effectively keep brands memorable. Shotton highlights the Zygarnik effect, explaining its impact on ad recall and ongoing consumer interest.
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Secrecy As Marketing, Not Necessity
- KFC's secrecy around the 11 herbs and spices functions more as a marketing tool than a necessary protection of a valuable recipe.
- The mystery itself keeps customers curious and the brand front of mind long after any reveal would fade.
The Information-Gap 'Mental Itch'
- George Loewenstein's information-gap theory shows people crave filling small unknowns, even trivial facts.
- Partial information increases engagement because unresolved bits act like 'mental itches' that we seek to scratch.
Use Mystery Intentionally In Campaigns
- Lean into mystery in marketing by retaining small secrets or unresolved elements about your product.
- Use that ambiguity strategically to keep your brand top of mind and increase customer curiosity.
