Beyond the Big Game: Why Some Ads Stick
In the wake of last week’s Super Bowl, what separates the ads we instantly forget from the ones that linger in our minds? YCCI Faculty Fellow Professor Nathan Novemsky explores how curiosity, effort, and psychological engagement shape consumer memory long after the moment has passed.
Many of these campaigns extend beyond the game — with clues, Easter eggs, and contests unfolding over hours or days. From a behavioral science or psychological perspective, does a puzzle or game help shape consumer engagement and memory compared to a one-off ad exposure?
Curiosity is a powerful amplifier of experience. When consumers are interested in something that will unfold later, attention is not confined to the original ad exposure. The mind revisits the stimulus, rehearses it, and better remembers it. A one-off ad may be noticed; a curiosity inducing sequence is more likely to be remembered.
These ads ask viewers to do something — scan, sing, search, download. Why does requiring small acts of effort sometimes increase persuasion or brand connection instead of creating friction?
It feels counterintuitive, but a small amount of effort can increase value. When viewers scan a code, hunt for an Easter egg, or participate in some light interaction, they’re no longer passive recipients. They’ve invested something — even if it’s just a few seconds of attention. That investment creates a sense of ownership. Psychologically, we tend to value things more when we’ve put effort into them. The key is that the effort must feel easy and rewarding. Too much friction pushes people away; just enough involvement pulls them closer.
Why do some brand messages cut through the noise while others, even with large budgets behind them, fade instantly?
Consumers are constantly filtering information, and most messages are screened out not because they’re unseen, but because they’re deemed irrelevant or indistinguishable. Messages stick when they connect to underlying motivations — when they tap into what people care about, worry about, or aspire to. Distinctiveness matters, but not just creative distinctiveness. Psychological distinctiveness is key: Does the message frame the problem differently? Does it make the consumer see themselves, their choices, or their goals in a new light? Budgets amplify exposure, but resonance is what drives retention.
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