Evaluating
Zeigarnik Effect
We remember incomplete tasks better because we tend to recall events that are more negative than positive as a result of prospect theory.
For Example
Most soap opera episodes frequently conclude with cliffhangers. This lack of resolution keeps viewers motivated to watch the next episode, often leading to binge-watching television series.
Similar Biases
Similar biases: Ovsiankina Effect, Negativity Bias, Peak-End Rule. Opposing biases: Completion Bias, Recency Effect, Goal Gradient Hypothesis
We tend to remember tasks and goals that are not completed.
The Zeigarnik Effect refers to our tendency to better recall tasks that have been interrupted or left incomplete compared to those that have been completed. This cognitive bias is rooted in the psychological tension created by incompletion—our minds naturally seek closure, and when it is denied, the task remains more active in our memory. Bluma Zeigarnik discovered this phenomenon in the 1920s after observing that waiters were more likely to remember unpaid orders than those that had already been settled. The underlying principle draws from Gestalt psychology and Lewin’s Field Theory, which emphasizes that unfinished tasks create a state of internal tension. This tension acts as a motivator, driving individuals to return to and complete the task. From a Behavioral Economics standpoint, this effect also ties into loss aversion—our brains are more sensitive to the discomfort of an unachieved goal than the satisfaction of a completed one. In a Customer Experience context, this can be tactically applied to drive re-engagement, encourage habit loops, and enhance memory retention of brand interactions by intentionally designing for incomplete or ‘to be continued’ moments—ethically and intelligently.
The Impact of Task Interruption on Memory Recall: Zeigarnik's Findings
In the original studies conducted by Bluma Zeigarnik, participants were divided into two groups. Both groups were assigned a series of tasks to complete. The first group was allowed to finish the tasks without any interruptions, while the second group experienced interruptions approximately midway through the tasks. Subsequently, participants were asked to recall both the completed and uncompleted tasks. The findings revealed that participants were significantly more likely to remember the interrupted (incomplete) tasks compared to those they had completed.
The Recall Advantage of Unsolved Anagrams: A Study on Memory Retention
In another study, participants were given a limited amount of time to solve a series of anagrams. After attempting each anagram, participants who could not solve it within the allocated time were provided with the correct answer. Later, participants were asked to recall the answers to the anagrams. The results indicated that participants were more likely to remember the anagrams they could not solve compared to those they had answered correctly.
Persistence in Task Completion Despite Interruptions: A Study on Spatial Reasoning
In a similar study, researchers assigned participants a spatial reasoning task and interrupted them before they could complete it. Participants were then given the option to continue working on the puzzle, despite being told that the experiment was "over." Remarkably, 86% of participants chose to stay and finish the task, even though there was no incentive for completion or further participation.
Need
Create Unresolved Tension Early
The Zeigarnik Effect begins its influence even before a customer explicitly defines their need. Subtle cues that suggest something is incomplete or missing can plant the seed of dissatisfaction or curiosity. Brands can strategically create tension by emphasizing gaps—whether emotional (“Feel like something’s missing?”), functional (“Still searching for the right solution?”), or aspirational (“You deserve more, but what?”). This kind of messaging leverages the subconscious discomfort that comes from knowing something is lacking but not yet defined. By intentionally creating this low-grade tension, brands can push potential customers from passive disinterest to active seeking, increasing the chance of engagement.
Awareness
Introduce Incomplete Stories or Promises
At the awareness stage, the Zeigarnik Effect can be triggered by presenting the customer with partial information or unresolved narratives. This could be a video ad that ends on a cliffhanger, a blog that promises “part 2 coming soon,” or a product feature teaser that highlights what’s coming without explaining how. The goal here is to leave mental loops open. In advertising psychology, cliffhangers are not just dramatic devices — they’re cognitive traps that compel the mind to circle back for closure. When done tastefully, this can dramatically increase recall and brand memorability at the top of the funnel.
Consideration
Use Progress Indicators and Incomplete Comparisons
Once the customer begins exploring different options, you can reinforce their involvement by showing that they’re partway through a process. This can take the form of comparison tools with “You’ve explored 3 of 5 options,” checklists that remain partially filled, or visual prompts like progress bars. The trick here is to make the user feel committed — but not finished. An example would be a product comparison page that shows “2 more features to evaluate” or an onboarding flow that reads “Step 3 of 5 – You’re almost there.” This gently nudges the customer toward completing their investigation, but always on your platform.
Exploration
Reveal Depth in Layers — Not All at Once
This is where brands often overload the customer. But with the Zeigarnik Effect in mind, it’s smarter to give information in waves — not all at once. Offer sneak peeks, locked modules, gated content, or “view more” segments that hint at greater depth to be explored. The aim is to create an information journey with gaps deliberately designed to encourage continued discovery. For instance, a beauty brand might showcase only 3 of 7 skincare steps unless the customer signs in. The experience becomes sticky not through abundance, but through strategically placed incompletion that keeps the user feeling halfway in.
Research
Design for Open Threads and Unfinished Insights
At this stage, customers are digging deep. This is where the Zeigarnik Effect becomes a power tool for increasing return visits and retention. Imagine a customer reading a knowledge article or watching a video that ends with “Here’s what we’ll cover in the next part…” or “Three strategies we haven’t even touched yet.” By leaving research-based content slightly open-ended — while still providing value — you create a cognitive need to come back. Another tactic is the “remind me later” feature in tools or white papers, which creates a digital breadcrumb trail. The customer’s own action becomes a commitment to return and finish what was started.
Selection
Use Partially Completed Preferences or Decision Trees
This stage is ripe for decision fatigue — or commitment. Here, the Zeigarnik Effect can reduce dropout by reminding customers they are already invested. For example, if a customer begins a quiz to determine which subscription is right for them but doesn’t finish, send them an email that says, “You’ve already completed 60% — ready to see your best fit?” Or if they’ve browsed several items, surface those unfinished preferences with language like, “Still thinking about these?” Partial engagement is still engagement, and psychologically, it’s often enough to pull them back in. Highlight what they’ve started and give them an easy path to complete it.
Purchase
Turn Abandoned Carts into Cognitive Triggers
This is where the Zeigarnik Effect becomes most commercially potent. An abandoned cart is not just a missed sale — it’s an open loop in the customer’s cognitive system. Smart brands send reminders that don’t just say “You forgot this,” but “You’re so close. One step left.” Combine this with visuals of the exact item, and perhaps a time-sensitive incentive (“Still reserved for you — but not for long”), and you’ll find higher conversion rates. The brain craves completion, and your reminder becomes not an interruption, but a tool for cognitive relief. Bonus points if you show progress like: “You’re at the final step – confirm & receive.”
Post Purchase
Build Post-Purchase Journeys with Incomplete Goals
The Zeigarnik Effect doesn’t stop after payment — in fact, it thrives post-purchase. This is where you can turn a customer into a loyalist. How? By designing onboarding, loyalty programs, or satisfaction feedback journeys that are intentionally progressive. A welcome email saying “You’ve unlocked 2 of your 5 benefits” or “Activate your 3rd feature now” keeps engagement alive. For service-based businesses, consider staggered onboarding steps: introduce features in stages, each with a sense of reward and incompletion. The goal is to keep the emotional and psychological investment alive long after the transaction — because a customer still psychologically “in progress” is a customer who stays close.
Customer Experience Challenges
Typical challenges in CX where the bias can be used
- Memory: Incomplete actions stick in memory, increasing brand recall and prompting re-engagement.
- Motivation: Mental tension from unfinished steps encourages completion and repeat usage.
- Resolution: Customers seek closure—open loops should eventually be closed to foster satisfaction.
- Emotions: Emotional engagement increases when a task remains active in a customer’s mind.
- Effort: Breaking complex actions into smaller, incomplete steps lowers effort perception and boosts retention.
Customer Experience Pillars
Renascence CX pillars where it can be applied most efficiently
- Emotions: Incompleteness keeps emotional energy active, deepening engagement.
- Resolution: Leveraging open loops effectively makes the resolution more satisfying.
- Enablement: Presenting the next action as obvious and attainable keeps the momentum going.
- Effort: Stepwise progression with slight incompletion feels easier than large single steps.
- Integrity: Avoid deceptive use—ensure the customer eventually finds closure.
Customer Experience Interfaces
Interfaces & touchpoints where it can be applied most efficiently
- Digital: Unfinished checkouts, surveys, or onboarding processes create mental bookmarks, prompting users to return.
- Voice: When a call doesn’t resolve all concerns, customers are more likely to remember and follow up.
- Promo: Teasers like “You’re almost there…” build tension, making the offer more memorable.
- 121: In-person interactions that conclude with an open next step (“Let’s pick this up next week…”) retain attention.
- Product: Devices or apps that introduce features progressively ensure engagement through micro-incompletions.
Renascence Tip
When using the Zeigarnik Effect in Customer Experience, the key is to balance tension and completion. Use it to encourage return visits, app reactivations, or completion of processes—without frustrating users. For instance, leaving steps in onboarding unfinished can draw users back, but if friction is too high, it can backfire. Ethically applied, this bias improves memory, engagement, and emotional connection. Misused, it creates negative sentiment and abandonment. Always build the incomplete step into a positive progression, never as a manipulation trap.
