The allure of the ad-lib: New research identifies why people prefer spontaneity in entertainment We observed a preference for spontaneity in entertainment across several studies. First, we examined dozens of Buzzfeed articles from the past several years about spontaneity in film and TV, like “Here Are 21 TV Moments You Probably Didn’t Know Were Unscripted.” Compared with other Buzzfeed articles about entertainment that were published on the same dates, the pieces about spontaneity garnered nearly double the social media engagement in comments, likes and shares.We also ran an online raffle in which people could win a real, customized Cameo greeting from a celebrity of their choice. The vast majority of participants – 84.1% – wanted their chosen celebrity to record a fully improvised, off-the-cuff message rather than a scripted personal greeting.
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