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Is a 'curiosity gap' controlling what we click on?


Curiosity Clicked the Cat
Hey, buddy, don't you want to know which Spice Girl you are? Or which celebrity stashed a burrito in her purse while attending the Oscars?
Hey, buddy, don't you want to know which Spice Girl you are? Or which celebrity stashed a burrito in her purse while attending the Oscars?
Ramonespelt/iStock/Thinkstock

Sure, it's a joke, but let's get into this made-up headline about the peace-brokering child. Assuming you're not a believer in power-wielding kid politicians, you probably don't actually think that clicking on the link will have any kind of satisfying answer to solving a long-term war.

And that's exactly the strange conundrum about curiosity. We often aren't offered much in return for our interest. Completing something like a crossword puzzle or solving a riddle may offer a sense of satisfaction but not much more. So why do we do it?

Loewenstein's curiosity gap ideas might provide a clue. When we feel curious, the theory says, we're frustrated to feel there might be a hole in our understanding. And it doesn't matter if the hole is gigantic -- say, contemplating the universe's expanse -- or small, like wondering what impressive-enough thing a kid could say to end political strife. When we feel that gap in our knowledge, we need to sate our appetite for it and decrease or ditch the feeling of deprivation [source: Loewenstein]. In fact, just the act of satisfying curiosity brings us pleasure, apart from what we even "learn." So what do we do? We click on the article to feel that we haven't missed anything.

Translated to the real world, this idea is practically a playbook for anyone looking to sell something -- or generate clicks. Advertisers or view-driven Web sites need only use the formula repeatedly: Write a headline that promises a teeny tiny bit of information -- information that readers can't possibly guess from the headline alone, but implies an answer that can sate whatever curiosity the headline aroused. Upworthy, a content aggregator site, even cites Loewenstein's curiosity gap theory when describing how to write a clickable headline.

So it's possible that we click links because we find even the slightest hint that we're "missing" something irresistible to correct. Of course, it's also possible we're just having the kind of day where we know watching a cute video of a kid or an elephant will make us feel that much better.


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