The Science of Curiosity: Why Cliffhangers Sell

We’ve all done it. You promise yourself “just one more episode,” but before you know it, it’s 2 a.m. Or you spot an email subject line that feels too good not to open, even though you know it’s from a brand. What’s really happening here?

It all comes down to one powerful force: curiosity.

• Why Curiosity Hooks Us

  Curiosity isn’t just a passing feeling—it’s hardwired into our brains. Scientists have found that when we notice a gap between what we know and what we want to know, it triggers the brain’s reward system (yep, the same one that lights up when you eat chocolate).

  That’s why curiosity feels like a craving. And in marketing, it’s a craving that keeps people clicking, reading, and coming back for more.

• The Magic of the Cliffhanger

  Storytellers have been using cliffhangers forever. Think Dickens publishing novels in chapters that left readers hanging… or Netflix dropping shows designed to keep you hitting “next episode.”

  Psychologists call this the Zeigarnik effect—our brains can’t stand an unfinished story. That’s why, when you dangle a question or tease a reveal, your audience feels compelled to find out what happens next.

• How Marketers Use Curiosity (Without the Clickbait)

  Curiosity is powerful—but it only works if you deliver value once people take the bait. Here are a few tried-and-true ways marketers use it well:

  • Emails that tease: Subject lines like “You might be missing this” or “Something exciting is waiting” practically beg to be opened.

  • Sneak peeks: A blurred-out product photo or a “coming soon” teaser gets people talking.

  • Videos with a twist: Ending an ad with an unexpected question or pause drives viewers to click through.

  • Mystery launches: Think Apple—just enough information to build buzz, but not enough to satisfy until the big reveal.

• Simple Ways to Add Curiosity to Your Marketing

  • Ask a question they have to answer – e.g., “What’s the #1 mistake most businesses make when they launch?”

  • Show just enough – Share a sneak peek or partial reveal that sparks intrigue.

  • Leave them hanging (just a little) – End a post, video, or email with a teaser for what’s next.

Wrapping Up

Curiosity isn’t a gimmick—it’s part of being human. When you use it with care, it doesn’t just get clicks. It builds anticipation, connection, and momentum.

So next time you’re writing copy or planning a campaign, ask yourself: What’s the question that will keep my audience leaning in?