Rewards and curiosity
Information gap theory
A small gap between what people know and want to know makes them want to close it.
Well supportedSeveral studies or meta-analyses point the same way.
Example
The end of a mystery novel, or a quiz that says the answer is on the next page.
Why it works
Noticing a gap makes not knowing uncomfortable, which drives people to find out. Curiosity is weak for topics people know nothing about and strongest when they know a little.
On the web
Right after input, show part of a quiz result, quote, or comparison and hold back the rest. Promise the answer and always deliver it.
When it backfires
Clickbait that does not deliver raises bounce and distrust. Do not hold the answer hostage for personal data you do not need.
Sources
Reinterprets curiosity as the drive that arises when people notice a gap in their knowledge.
Loewenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin, 116(1), 75-98. Open source
Connect with the classics
These links are editorial readings, not research findings. Check the original meaning on each classics page.
知之為知之，不知為不知，是知也。To know what you know and know what you do not: that is knowing. Noticing the unknown is where the information gap opens.
The Analects Knowing and not knowing →