Bizarreness effect
The bizarreness effect is a cognitive bias that refers to the tendency for bizarre or unusual information to be more easily remembered than common or mundane information. This phenomenon falls under the category of information overload, as bizarre things have a greater chance of standing out and being noticed amidst a flood of information.
How it works
The bizarreness effect operates on the principle that unusual or unexpected scenarios capture our attention and create more pronounced memory encoding. Because bizarre information is less predictable, it tends to generate more cognitive processing, thus enhancing memory retention. This heightened focus and the robust neural representation make bizarre memories more accessible than their mundane counterparts.
Examples
- If someone vividly remembers a dream about purple elephants playing poker, but struggles to recall what they had for lunch two days ago, this demonstrates the bizarreness effect.
- Learners might remember an unusual fact, such as 'A chicken lived without a head for 18 months,' more easily than standard information about human anatomy.
Consequences
While the bizarreness effect can aid memory retention, it can also lead to a skewed perception of reality, where unusual events are perceived as more frequent than they are. This can influence decision-making and problem-solving, potentially leading to biases where rare or dramatic occurrences are overemphasized.
Counteracting
To counteract the bias, one can consciously focus on the context and relevance of the information, rather than its novelty. Structuring learning processes to include both bizarre and mundane details in relation to each other can also help mitigate the disproportionate retention of bizarre information.
Critiques
Some researchers argue that the bizarreness effect may not significantly improve memory recall in all situations, suggesting that distinctiveness or emotional impact might play equally important roles. Additionally, there is debate about whether the effect is universally consistent across different types of information and contexts.
Fields of Impact
Also known as
Relevant Research
Bizarre imagery as an effective mnemonic aid: The importance of distinctiveness
McDaniel, M. A., & Einstein, G. O. (1986)
Journal of Experimental Psychology: Learning, Memory, and Cognition, 12(1), 54-65
The bizarreness effect: An individual differences perspective
Hunt, R., & McDaniel, M. A. (1993)
Journal of Experimental Psychology: Learning, Memory, and Cognition, 19(2), 205-228
Word-frequency effects on recall, recognition, and word fragment completion: Evidence for a unitary memory signal
Macleod, C. M., & Kampe, K. E. (1996)
Journal of Experimental Psychology: Learning, Memory, and Cognition, 22(3), 948-962
Case Studies
Real-world examples showing how Bizarreness effect manifests in practice
Context
A mid-stage SaaS company launched a marketing blitz to raise awareness for a new analytics feature aimed at finance teams. The creative agency pitched a surreal, highly memorable mascot—a neon octopus in a business suit—positioned in a series of short, bizarre videos designed to cut through ad clutter.
Situation
The company committed a month-long paid social campaign and homepage takeover centered on the mascot without much explanatory copy about the feature. Initial social metrics were stellar: shares and comments spiked and branded search rose sharply, so leadership interpreted the campaign as a runaway success.
The Bias in Action
The bizarreness effect made the neon octopus extremely memorable: surveys and social listening showed the mascot was top-of-mind for the target audience. Because the creative was so attention-grabbing, audiences remembered the odd imagery far more than the actual product claims or the CTA. Internal teams relied on those memory signals (likes, recall) as proxies for purchase intent, underweighting conversion metrics that suggested users were confused. Decision-makers assumed strong recall equaled strong demand and scaled the campaign instead of iterating on message clarity.
Outcome
Short-term brand awareness increased, but downstream results lagged: demo requests and trial activations did not rise proportionally. After the campaign, marketing spend efficiency worsened and the sales pipeline showed weaker progression from MQL to SQL than forecasted.