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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Asaduddin Owaisi pays tribute to SM Syed Khalil, calls him great personality of Nawayat Community
Hyderabad: Hyderabad MP and AIMIM Chief Asaduddin Owaisi expressed his condolences on the passing of SM Syed Khalil, a prominent businessman and philanthropist from Bhatkal. In a tweet, Owaisi referred to Syed Khalil as “Khalil Bhau,” fondly acknowledging his significant contributions to the Nawayat community and his work for the poor and needy.
“My condolences to the family of SM Syed Khalil saheb. He was affectionately called as Khalil Bhau, a great personality from the Nawayat Community. He headed many social organizations and helped many poor and needy people. A great loss to the people of Bhatkal. Will miss you, Khalil Bhau,” Owaisi tweeted.
SM Syed Khalil, who passed away in Dubai early Thursday morning after a brief illness, was a respected leader in the Nawayat community and a source of pride for Bhatkal. Known for his extensive contributions to international trade, education, and social service, Khalil’s life was marked by a commitment to uplift the underprivileged and strengthen community ties.
Among his many achievements, Syed Khalil was the Founder Chairman of K&K Enterprises in Sharjah and played a pivotal role in the success of the Galadari Company in Dubai over three decades. He also served as the Chairman of Madhyama Communications Ltd., Mangalore, and was actively involved in promoting Kannada and Konkani languages and culture.
In Bhatkal, he was a guiding force behind institutions like Anjuman Hami-e-Muslimeen and Rabita Society, where he championed girls’ education and worked to improve opportunities for the community. His leadership, humility, and compassion earned him widespread respect, and his contributions extended far beyond Bhatkal, touching lives across Karnataka and beyond.
My condolences to the family of SM Syed Khalil saheb he was affectionately called as Khalil Bhau a great personality from Nawayat Community,he headed many social organisations helped many poor and needy people,great loss to the people of Bhatkal ,will miss you Khalil bhau pic.twitter.com/piHjCCRD5d
— Asaduddin Owaisi (@asadowaisi) November 21, 2024
