Curiosity gap

A gap between what people know and want to know motivates them to close it.

Motivation and commitment Mainly on Homepage pages
Where it applies

Three of the eight page areas.

HomepageMainly here CategoryNot typical SearchNot typical ProductAlso applies CartNot typical CheckoutNot typical Post-purchaseAlso applies

Not usually a sitewide principle. See everything at work on Homepage pages

How to use it

Three ways to use it, and one to avoid.

  • Use product-finder quizzes, teaser launches or a mystery offer revealed on sign-up.
  • Give some information rather than a blank mystery, such as the product type or the discount range.
  • Resolve the tease quickly.
  • Avoid: hiding information shoppers need in order to buy, such as the total price and any delivery charges.
What the research found

Teasing works with a moderate amount of information, not too little.

Mystery offers raised curiosity more with moderate than minimal information.

Loewenstein’s paper is a theory review. Across seven studies, Ruan and colleagues found that teasing and then revealing information improved ad attitudes and purchase intent. Hill and colleagues found mystery offers raised curiosity more with moderate than minimal information, and across 8,977 live Upworthy headline tests, Aubin Le Quéré and Matias found overly vague headlines did worse than moderately concrete ones.

Key research

Four sources, each checked.

Last reviewed

Loewenstein (1994) The psychology of curiosity: A review and reinterpretation Psychological Bulletin Read the source Ruan, Hsee & Lu (2018) The Teasing Effect: An Underappreciated Benefit of Creating and Resolving an Uncertainty J. Marketing Research Read the source Hill, Fombelle & Sirianni (2016) Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation J. Business Research Read the source Aubin Le Quéré & Matias (2025) When curiosity gaps backfire: effects of headline concreteness on information selection decisions Scientific Reports Read the source
Before you use it · UK law

Never hide information shoppers need in order to buy: under the DMCC Act 2024 the total price and any delivery charges must be given wherever a product is offered at a price. An offer revealed on sign-up still needs valid consent for marketing emails under PECR.

This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.