Can 'surprise' work for social change?
Surprising someone -- whether it's by a joke or via a gasp-inducing plot twist of a book or movie -- can not only create a memorable experience, but also become a powerful tool for social influence, according to a study.
Surprises are memorable, able to garner attention and arouse emotion, but a less heralded effect is that they can serve to shift attitudes and provide an avenue to influence people, said Jeffrey Loewenstein, Professor at the Gies College of Business at the University of Illinois.
While many people think of surprise as an emotional expression, the study, published in the journal Topics in Cognitive Science, showed that surprise not only generates an emotional reaction, but is also "a push to learn, and an experience that people get excited to share with others".
"Put those things together and surprise becomes a powerful tool for social influence," Loewenstein said.
Moreover, surprise not only has individual effects on beliefs and attitudes, but also "collective effects on the content of culture", the researchers said.
"We're in an information-rich environment where our primary challenge is how to identify what to pay attention to. And surprise, which shatters expectations, is a signal that says 'Hey! Pay attention!'," the researchers added.
That surprise can lead to changing attitude and shifting preconceptions.
"Critically, there is a second effect because you are not only making one person more open, you are also making them your ambassador. You are likely to generate word of mouth as they share the surprising experience with others. Surprise is a force multiplier for communication," Loewenstein said.
What generates surprise need not be accidental or random. According to Loewenstein, there are predictable methods or patterns, such as the repetition-break structure, for generating surprise.
"Crafting surprises is something everyone can learn to do, and they will be more influential if they do," he noted.
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PM Modi speaks to Iranian president, discusses 'serious' situation in West Asia
New Delhi (PTI): Prime Minister Narendra Modi on Thursday night spoke to Iranian President Masoud Pezeshkian over the phone and discussed the "serious situation" in West Asia.
Modi expressed deep concern over the escalation of tensions in the region and the loss of civilian lives as well as damage to civilian infrastructure.
The prime minister told the Iranian President that the safety and security of Indian nationals, along with the need for unhindered transit of goods and energy, remain India's top priorities.
“Had a conversation with Iranian President, Dr Masoud Pezeshkian, to discuss the serious situation in the region. Expressed deep concern over the escalation of tensions and the loss of civilian lives as well as damage to civilian infrastructure,” Modi said in a post on X.
The prime minister also reiterated India's commitment to peace and stability and urged dialogue and diplomacy to end the crisis.
The prime minister had spoken to leaders of several West Asian countries in the last 10 days in the wake of the coordinated offensive launched against Iran by the United States and Israel, in which the Islamic country's Supreme Leader, Ali Khamenei, was killed last month.
In retaliation, Iran has fired drones and missiles at Israel and US military installations around the Gulf region, including the global business and aviation hubs of Dubai and Doha.
Modi earlier spoke to the leaders of Oman, Kuwait, Bahrain, Saudi Arabia, the UAE, Jordan, Israel and Qatar, and expressed concern over the attacks on their countries, and condemned the violation of some nation’s sovereignty and territorial integrity.
He also discussed the welfare and security of the Indian community residing in those countries.
Around 1 crore Indians live in the Gulf and West Asia. While about 10,000 Indian citizens live, study and work in Iran, more than 40,000 live in Israel.
