Russian psychologist Bluma Zeigarnik first studied the phenomenon after her professor, Gestalt psychologist Kurt Lewin, noticed that a waiter had better recollections of still undelivered orders.
Also known as Zeigarnik Effect, this phenomenon happens because the mind has a natural tendency to remember open or unfinished thoughts.
Even students are advised to leave certain learning incomplete when taking breaks from studying, because doing so will result in better retention.
Ektaa's K-series always ends with a feeling of wanting more of it in its next episode. She ends with an element of surprise without revealing what that could be.
Currently the advertisers are making a full use of it. Here's how - "When you get good at it, you can identify your prospect’s problem, tease them mercilessly by alluding to the solution, then lead them to sweet release only when they are sufficiently worked up into a buying frenzy."
