The Psychology Behind Justin Willman’s Soda Trick

"Basically, the job of a magician is to do impossible things that challenge the nature of the universe. And I think some magicians buy into that perception a little too much. These days, that turns people off a bit. I’m not a wizard. I don’t have special powers. If I did, I would not be doing magic for a living!"

What better way to kick off a Justin Willman article than with his own words? We all know (and love) Justin Willman. Between Magic For Humans, his new The Magic Prank Show, and countless TV appearances, you’ve seen him everywhere.

When I watch Willman perform, two things always stand out: how incredibly friendly, witty, and likeable he is, and just how ingenious his magic ideas are. But let’s go beyond his brilliant jokes and smooth tricks. Today, we’re diving into the psychology behind one of his most memorable routines: his Soda Trick on The Tonight Show Starring Jimmy Fallon.

Willman’s Soda Trick

Here’s how it plays out:

• Willman pours soda into cups for both himself and Fallon. After pouring, he crushes the soda can. They both put their cups on their heads, facing the audience. 

• Willman asks Fallon to close his eyes — he uses the excuse to secretly grab his own cup and drink all his soda.
• They now each have a cup on the head. They turn them upside down: Willman, with surprise of everyone but Fallon, has no liquid in there. But - here comes the magic - neither does Fallon!

• As a kicker ending, Willman grabs the crushed soda can and, using Fallon’s mind powers, restores it—completely sealed and uncrushed. 
• Willman opens the can and pours the reappeared soda back into Fallon’s cup.
• The crowd goes bananas.

It’s fun, right? Let’s dig into the psychology behind this performance.

The Art of Expectation Management 

Justin Willman is an absolute master at emotionally guiding his audience—whether it’s Fallon, the studio crowd, or us watching on YouTube. He creates this seamless shift from casual entertainment to jaw-dropping wonder, and this soda trick is a perfect example of that skill in action.

So, how does he do it?

The psychology behind Justin Willman's magic revolves around manipulating audience expectations. By starting in a casual manner, he encourages viewers to keep expectations modest.