5 Must-Read Summer Books on Event Psychology

The biggest return on investment (ROI) from attending events lies in the relationships cultivated.

‍

In 1933, Hedwig von Restorff conducted a fascinating experiment that revealed the ‘von Restorff effect’ or ‘isolation effect’. In her study, von Restorff gave participants a sheet of paper listing sets of letters, and one set of numbers. The letter sets were arranged randomly, and participants were asked to recall the items. Here's an example of what the sheet may have looked like:

‍

bgu, dwa, pkl, 396, yft, jyo

‍

The remarkable finding from the study was that participants were significantly more likely to remember the items that stood out from the rest. In this case, the set of three numbers (396) caught their attention and became more memorable than the letter sets.

‍

This experiment highlights the value of being different in event planning. True innovation is not achieved by adhering to conventional methods. While it makes sense to seek inspiration from previous successes and what has worked in the past, and it’s common to follow established trends and best practices, relying solely on these approaches limits the potential to leave a lasting impression. 

‍

Event planning should aim to go beyond mere improvement of design capabilities. Rather than replicating existing models, the focus should be on creating an experience that sets the event apart from others. Sally Hogshead’s words, “different is better than better” ring true in this context. By challenging conventional norms and embracing innovation, event planners can forge a deeper connection with attendees and make a lasting impact. By delving into the realm of behavioural science and understanding human behaviour, event planners unlock the secrets to creating extraordinary event experiences. 

‍

To revolutionize your understanding of creating memorable and impactful events, here are 5 books on event psychology for you to explore this summer:

‍

1. Alchemy by Rory Sutherland: In his book, Sutherland provides fascinating examples from the world of marketing and human behaviour. For example, he shares the story of how a British Airways flight attendant, armed with a single red carnation, managed to significantly improve the perception of their service. This anecdotal story demonstrates the power of small, distinctive touches in creating memorable experiences.

‍

2. Impossible to Ignore: Creating Memorable Content to Influence Decisions by Carmen Simon: Simon delves into the realm of human memory and provides actionable strategies to make your event content more memorable. She offers examples of successful brands that have crafted memorable messages by tapping into cognitive principles. For example, Simon explains how Geico's slogan, ‘15 minutes could save you 15% or more on car insurance’ takes advantage of simplicity and repetition to leave a lasting imprint in consumers’ minds.

‍

3. 48 Laws of Power by Robert Greene: Although not directly focused on event psychology, Greene explores the principles of human behaviour and power dynamics. He provides historical examples and insights into the strategies used by influential figures throughout history. By understanding these principles, event planners effectively navigate social dynamics to influence attendees and create impactful experiences.

‍

4. How Emotions are Made by Lisa Feldman Barrett: Barrett challenges conventional beliefs about emotions and provides a fresh perspective on how humans construct emotional experiences. She emphasizes that emotions are not fixed reactions, but rather dynamic responses influenced by context and interpretation. By understanding the complexities of emotions, event planners can design experiences that evoke specific emotional responses and forge deeper connections with attendees.

‍

5. Engaged by Amy Bucher: Bucher focuses on designing engaging digital experiences and addresses the ethical considerations associated with behavioural change. She provides real-world examples of products and services that effectively leverage psychology to influence behaviour. For event planners incorporating digital elements, Bucher's insights guide the creation of immersive and impactful experiences that respect attendee autonomy.

‍

Event psychology plays a crucial role in creating memorable and impactful events. By incorporating the knowledge and ideas from these books, event planners enhance their understanding of event psychology and create gatherings that leave a lasting impact on attendees. By embracing uniqueness, challenging the status quo, and leveraging insights from behavioural science, event planners revolutionize their approach and can deliver extraordinary experiences.