Disrupting the "schemas."
Creating a message that consumers will want to share starts with understanding something called “schemas,” pre-existing assumptions that are based on our history of experiences:

• When viewing our environment, our minds tend to ignore those things that fit comfortably within our existing sets of schemas.
• Conversely, our minds are designed to react to those things that actually disrupt those schemas.
• Thus, any message that has the power to disrupt our “cognitive equilibrium” generates surprise and compels our minds to react. 

Learn more about how disrupting equilibrium creates consumer advocacy >>