How Interestingness Connects with Different Minds

As I was listening to an interview on Hidden Brain over the weekend, I started thinking about how much our wiring—things like our tolerance for ambiguity, need for closure, and desire to think—shapes how we engage with advertising. Dannagal Goldthwaite Young, who studies media and public opinion at the University of Delaware, shared insights about how these traits affect our ability to deal with uncertainty, which influences not just how we handle life’s challenges, but also how we react to everyday media messages.

It's easy to forget that not everyone enjoys the same kind of movies, books, music, or art. Some people love a bit of mystery and ambiguity—like a movie ending that leaves you wondering what really happened—while others prefer things to be clear and straightforward, where the hero triumphs and all the loose ends are neatly tied up.

So, it makes sense that not everyone responds to ads in the same way. For marketers, understanding how your audience's psychological wiring intersects with the product you're selling can make all the difference in crafting ads that really resonate.

So, how does this wiring impact the way we see ads, especially ones that aim to be "interesting"?

What Makes an Ad Interesting Anyway?

Interestingness is what makes people stop, take notice, and actually remember what they saw. But what one person finds interesting might leave someone else completely cold. This is where it gets fun (and complicated).

People who are comfortable with ambiguity, for example, love ads that leave them hanging a bit—ones that make them think or interpret things for themselves (like Apple's 1984 or Cadbury Gorilla). They enjoy uncertainty, and for them, an open-ended, creative ad is like a puzzle to solve. You’ll see this in categories where self-expression and creativity are key, like fashion, tech, or luxury brands. The more abstract and unexpected the ad, the better.

On the flip side, people who crave closure don’t want to be left guessing. They want things tied up neatly and like ads that get straight to the point. But that doesn't mean those ads can’t be interesting. It’s about being creative within that structure (think Dumb Ways to Die or Dollar Shave Club). Categories like healthcare, finance, or insurance tend not to leave people guessing, but you can still hook them with an unexpected twist or emotional story that keeps them engaged.

How Interestingness Works Across Different Categories

Certain product categories have clear norms when it comes to how ads should look and feel. But interestingness is what helps break those norms in a way that still feels right for the category. In a market flooded with lookalike ads, the interesting one is the one that takes risks—but smart ones.

Take insurance ads, for example. People need to trust and clearly understand what’s being offered, so maintaining clarity is important. But that doesn’t mean the ad has to be boring. You can still use humor or a story twist to surprise people while providing the information they need (think, “10 minutes can save you 10%”). Interestingness helps achieve that balance, ensuring the ad engages viewers without sacrificing clarity. The same goes for financial services—clarity is key, but you can make it memorable by adding emotional depth or a fresh perspective.

Alternatively, in something like luxury goods or fashion, ambiguity can actually work in your favor. People expect ads in these categories to be less straightforward, more about feelings and artistic expression. You can leave them with a sense of curiosity or wonder, and they’ll appreciate the mystery.

The Role of Thinking and Feeling

Another piece of the puzzle is something psychologists call need for cognition—basically, how much people like to think. Some people love diving deep into problems, exploring every little detail, and thinking things through. Others? Not so much.

If you’re targeting people who enjoy thinking, layered ads can give them stimulus to process. These are the folks who appreciate a complex message or an intellectual challenge, like a well-crafted argument or a clever concept. In categories like tech or education, where the audience is used to thinking critically, you can push the boundaries by giving them something to chew on.

But for people who don’t like to think that much, interestingness comes from a different place. They’re more likely to respond to emotional cues, simple storytelling, and visually engaging content. Ads that hit them with a strong feeling—whether it’s humor, entertainment, or nostalgia—will often be more effective.

Balancing Ambiguity and Closure

So how do you make an ad that appeals to everyone? Finding the right balance of interestingness and structure. For people who thrive on ambiguity, you can embrace uncertainty, play with abstract visuals, or leave the story a little open-ended. For those who crave order and certainty, you can still surprise them, but within a clearer framework.

Think of it like walking a tightrope: too much ambiguity, and you’ll lose the folks who need closure. Too much structure, and you’ll bore the ones who like a little mystery. Interestingness is what keeps people engaged, no matter which side of the fence they fall on.

Making Your Ads Stand Out

In the end, interestingness helps your ads attract attention and encode lasting memories, no matter the category or psychological wiring of your audience. Whether you’re selling insurance, luxury goods, or tech products, knowing how people process information—and how much ambiguity or certainty they’re comfortable with—can help you create campaigns that leave a lasting impression.

By paying attention to how people are wired and tailoring your ads to fit both their preferences and the category norms, you’re more likely to create something that sticks. And that’s what interesting advertising is all about: making people think, feel, and most importantly, remember.