This might be a bit off topic. If you have read the book "Yes!", the book mentio... | Hacker News

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siong1987 on April 9, 2010 | parent | context | favorite | on: Why time stands still at 9:42 on iPhone/iPad ads

This might be a bit off topic. If you have read the book "Yes!", the book mentions that caffeine helps a lot if you try to persuade someone. And, the effect of caffeine kicks in after about 40 mins you consume it.

In other words, if Apple provides free coffee to all the attendees for the event, it will be easier for Apple to convince the audience that they just launch one of the best product in the world about 40mins after the event starts (when the effect of caffeine kicks in).

http://www.google.com/search?q=caffeine+40+mins+persuasion

mahipal on April 9, 2010 [–]

That's a good observation -- I wouldn't put it past them.

I think the relevant psychological principle is "transfer of excitation." Apparently it's pretty obscure, but here's an article about it: http://encyclopedia.jrank.org/articles/pages/6426/Arousal-Pr...

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