The Curiosity Gap: Why we can’t resist a good cliffhanger

and how to use it in your marketing

There’s a reason you’ve probably clicked on more headlines than you care to admit, even when you knew they were a bit clickbaity. Ever seen an article titled “You’ll Never Guess What Happened Next”? Annoying, isn’t it? But also… irresistible.

That pull you feel? It’s not your fault, it’s a quirk of human psychology called the curiosity gap.