The Power of Callbacks: Enhancing Consumer Experience with Familiarity

Consumer experiences can take many shapes yet designing them to best satisfy consumer preferences can be difficult. In this talk, Professor Yuji K. Winet discusses his research on how integrating callbacks - moments that reference earlier parts of an experience - can make consumer experiences better. By tapping into the psychology of novelty and familiarity, marketers and creatives can design consumer experiences to be more memorable, well-liked, sharable with others, and ultimately, more profitable.