When people discovered The SUB (a little home draught machine for beer) was made by Heineken, their perception shifted. Some loved it more because “Hey, it’s Heineken — they know beer!” Others instantly disliked it because “You know what they should do? Start making real beer.”

That’s crazy right? Same product, different reactions based on one detail.

The Zeigarnik Effect is actually quite simple: Your brain holds onto unfinished tasks. Kinda like a dog with a bone, if it’s not chewed up, it’s coming along.
Think about it: 

• The dirty dishes in the sink

• …