Embrace the Element of Surprise

Surprise serves as a powerful attractor in experiences and content, functioning as a meta-characteristic that draws attention. Research using eye-tracking technology reveals that people focus more on elements that evoke surprise rather than those that merely present uncertainty. This aligns with information theory, which suggests that engaging content, such as poetry, is rich in surprise and thus high in informational value, while unremarkable speech lacks new insights and holds little information. The compelling nature of surprising content underlines its effectiveness in capturing and maintaining audience interest.

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