In situations where a positive result is uncertain, like when we know there’s a possibility for a reward or some other “win,” like a lottery, we have a higher motivation to trust and engage with the process. When someone finds themselves in one of these scenarios, they’ll go out of their way or pay a premium for uncertainty rather than certainty.
Uncertainty can be used to your advantage in marketing by creating a sense of curiosity and mystery around an end result, reward, sweepstakes, giveaway, or trial. Try to incorporate a level of uncertain rewards, based on customer engagement, purchase history, or some other metric, into your customer journey.
Brand trust is a requirement in order to effectively trigger the Motivating Uncertainty Effect. People trust a lottery since it’s an established organization and heavily regulated. Try to ensure you have a deep level of trust with your audience before engaging this NeuroTactic.