People remember information generated by themselves much better than things learned from other sources
Description
The generation effect shows that people who generate information remember the information better than the material they simply read.
This describes a bias in which people are more likely to retain information when they need to generate an answer, compared to having the same information provided.
Puzzles, missing letters, and riddles will let your ad be remembered more easily.
Research:
The Economist’s ad campaign utilized the generation effect by using a series of clever, abstract ads that made viewers need to think in order to understand them. An example of one simply read, “All work and no play makes Jack an intern”, a funny reference to the classic horror film “The Shining” without giving much information.
This ad campaign gained the Economist 9500 new subscribers with a predicted lifetime increase in revenue of nearly 12 million dollars, based on the average 7-year subscription per user.
Application
User-Generated Content (UGC)
Encourage your audience to create content related to your brand or products. When users actively engage in generating content, such as reviews, testimonials, or sharing their experiences, they are more likely to remember and resonate with your brand. This content can be shared on your digital platforms, creating a sense of community and authenticity around your brand, thus leveraging the generation effect to enhance brand recall and engagement.
Interactive Quizzes and Polls
Design interactive quizzes, polls, or surveys related to your products or industry. When users actively participate in these activities, they are more likely to remember the information presented to them. By incorporating your brand messaging or product details into these interactive elements, you can leverage the generation effect to enhance brand awareness and product recall among your target audience.
