The Zeigarnik Effect: Why Cliffhangers Hijack Your Mind
It’s 2 AM. You tell yourself “just one more episode” for the third time tonight. The show ended on a cliffhanger, and your brain refuses to let you sleep until you know what happens next. Or maybe you’re at work, supposedly focused on a spreadsheet, but part of your brain is still churning over that unfinished novel you put down this morning. Why do unfinished stories occupy so much mental real estate? The answer lies in a phenomenon discovered in a 1920s Berlin restaurant—and it might be the most powerful tool in a storyteller’s arsenal. ...