Jeffrey Loewenstein, University of Illinois at Urbana-Champaign (IMAGE)

University of Illinois at Urbana-Champaign, News Bureau

Jeffrey Loewenstein, University of Illinois at Urbana-Champaign

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Surprising someone -- whether it's by a joke or via a gasp-inducing plot twist -- can be a memorable experience, but a less heralded effect is that it can provide an avenue to influence people, said Jeffrey Loewenstein, a professor of business administration at the Gies College of Business at Illinois.

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Photo by L. Brian Stauffer

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