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Seasoned marketers know the "holy grail" of marketing is...

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It's like Gary V. said,"We need to be talking about attention, not impressions."

But the BIG QUESTION is this...

In a World of shrinking attention spans, how do we capture attention? And, furthermore...

Once we have attention, how do we keep it?

A researcher named B.F. Skinner stumbled upon the answers to these questions during a strange experiment in the 1960's

See, Skinner would place pigeons into a box with a tiny lever.

When the pigeon pressed on the lever, a tiny pellet of pigeon feed would pop out.

After a few presses on the lever, the pigeon would get its fill and move its attention elsewhere. Until...

Skinner changed up the frequency of the pellets.

Instead of pellets popping out every lever pull, they'd pop out on random pulls.

This created a sort of "tension through expectation" and "release through reward" phenomenon that kept the Pigeon pressing the lever for longer spans of time

Too few pellets and the pigeon gets frustrated and leaves...

Too many pellets, the pigeon gets his fill and leaves...

The same concept is used in slot machines - spit out a few pellets (dollars) at random intervals to keep the pigeon (person) pressing the lever (button).

The "tech wizards of Silicon Valley" caught onto this concept and used it in the social feed you're scrolling through right now

Think about it...

Scroll, scroll, scroll...interesting article! Scroll, scroll, scroll...my friend just got engaged!

Examples of the Skinner Box are all around us, yet they're invisible to those who aren't "in the know."

Now that you're "in the know" my question for you is this:

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