The Aperitif

Sparks curiosity, motivating users to learn more.

step

Awareness

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Generating Curiosity

Ingredients

Zeigarnik Effect

Remembering incomplete tasks better.

Scarcity Principle

Assigning greater value to limited resources.

Cognitive Dissonance

Discomfort from conflicting thoughts or actions.

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Engagement

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Behaviour Change

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Exploration

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Cognitive Load

The science behind the mix

Zeigarnik Effect creates curiosity by leaving information incomplete, motivating users to seek answers. Scarcity Principle adds urgency to act on this curiosity, while Cognitive Dissonance drives users to reconcile their curiosity with action. Combined, they generate both emotional and cognitive pressure to explore further.

Steps to implement

1.

Use teaser headlines like “Discover how X can transform Y.”

2.

Add countdowns or “limited-time” offers to create urgency.

3.

Align incomplete information with user aspirations or goals.

Similar cocktails

The Aperitif

Sparks curiosity, motivating users to learn more.

Generating Curiosity

The Aperitif

The Daily Ritual

Helps users integrate the product into their daily routines.

Encouraging Habit Formation

The Daily Ritual

The Discovery Mule

Encourages users to explore further by highlighting enticing pathways.

Encouraging Exploration

The Discovery Mule

The Evergreen Mojito

Keeps users engaged by introducing novelty and avoiding stagnation.

Maintaining Interest

The Evergreen Mojito

The Feature Voyage

Motivates users to discover additional features or uses for the product.

Promoting Exploration

The Feature Voyage

The First Step Spritz

Encourages users to engage consistently during onboarding.

Driving Early Engagement

The First Step Spritz

The Guided Negroni

Encourages users to discover and engage with key features.

Guiding Through Features

The Guided Negroni

The Last Call

Encourages users to act immediately by leveraging urgency.

Creating Urgency

The Last Call

The Sharing Sangria

Motivates users to recommend the product or service to others.

Encouraging Referrals

The Sharing Sangria

The Velvet Rope

Grabs user attention and creates a sense of exclusivity.

Capturing Attention

The Velvet Rope