Uploaded January 2025 | Updated September 2026, 3 weeks ago

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Consumer experiences can take many shapes yet designing them to best satisfy consumer preferences can be difficult. 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.

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