"Don't be fooled by the Caucasian name"

A study of consumers who read expert’s reviews about a restaurant showed that the consumer was happy to pay more at a restaurant. All they needed was for the expert, instead of being confident, to express uncertainty about the restaurant. Subjects expressed a willingness to pay over fifty percent more for food that a food expert, with magazine jobs to their credit, wasn’t really all that sure about. On the other hand, if the review was written by an amateur blogger, the consumers were willing to pay more only if the reviewer was sure that the restaurant was great.
The phenomenon is known as “expectancy violations theory.” Consumers expect that an expert will be sure about the subject of their expertise, so uncertainty intrigues them. The consumers are willing to invest time, effort, and money in something that promises to satisfy their curiosity. Amateurs, on the other hand, are expected to be uncertain, so if they’re enthusiastic and sure about something, consumers expect it to be good, and get excited. –Esther Ingliss-Arkell

Fiction Writing Prompt: Write a scene that uses the expectancy violations theory to create curiosity in your protagonist. How does he or she react?

Journaling Prompt: How does the expectancy violations theory play out in your life?

Art Prompt: Expectancy violations theory

Non-Fiction / Speechwriting Prompt: Tell your audience how they can use the expectancy violations theory to create more interest in their business or job.

Photo Credit: Jason Tester Guerrilla Futures on Flickr

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