Information Gap Theory, Explained by Nancy Harhut

Behavioral science expert Nancy Harhut explains that by creating an information gap through thought-provoking questions, marketers have the ability to generate curiosity and interest in their products or services. In this episode, she delves into the concept of information gap theory and emphasizes its relevance in marketing. To illustrate its application, she provides an example of how it can be used to promote a financial product. Nancy stresses the importance of framing the question in a way that captures the target audience's attention, finding the right balance between familiarity and novelty. Ultimately, leveraging information gap theory can effectively engage individuals and motivate them to take action, making it a valuable strategy for marketers.

Nancy Harhut is Co-Founder and Chief Creative Officer at HBT Marketing, a consultancy which specializes in applying human behaviour techniques to marketing and whose clients include H&R Block, AARP and Transamerica. She is passionate about the impact behavioral science can have on marketing. A BostInno "50 on Fire" winner, Online Marketing Institute Top 40 Digital Strategist, and Social Top 50 email marketing leader, she has spearheaded integrated campaigns for clients large and small.

[00:00:00] Intro
[00:00:05] What is information gap theory
[00:00:50] Information gap theory in marketing
[00:01:42] Information gap theory effectiveness