Which psychological principle did Netflix primarily leverage in its 'Choose Your Own Adventure' interactive film 'Black Mirror: Bandersnatch' to drive massive engagement?

Test your knowledge about the psychological tactics used by companies to create viral sensations in pop culture! Many of the most successful entertainment products leverage specific psychological triggers to ensure widespread adoption and cultural impact. From FOMO (Fear Of Missing Out) to social identity theory, the most successful pop culture phenomena are carefully engineered to spread. Can you identify the psychological principle behind one of the biggest pop culture product strategies of recent years?

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The IKEA Effect (people value things more when they help create them)
Social Proof Theory (following others' behaviors to determine correct actions)
Loss Aversion (people prefer avoiding losses over acquiring equivalent gains)
Mere Exposure Effect (preference for things simply because they are familiar)