Curiosity Effect
We're driven to seek missing info that closes our knowledge gap
Our intense, spontaneous desire to close the void between what we know and what we don’t means that…
Hill et al. (2016). Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation. Journal of Business Research.
The study
Setup
105 people were shown an online promotional offer, with the final offer value of 40% revealed either immediately or only at checkout.
Results
Those in the extended curiosity condition were more likely to buy with the promotion than those who were told of the offer value immediately.
Hill et al. (2016). Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation. Journal of Business Research.
Key Takeaways
…curiosity will always be effective.
A recent campaign by Cancer Research UK to fill missing letters of the second-most common cause of cancer led to a 22% increase in its awareness.
How can you use curiosity to drive a desire to learn about a new product or important message?
Create positive curiosity.
Vacation company srprs.me let you choose the number of people, dates and continent. You then get a scratch card to reveal your destination…but only at the airport!
Use to convert free to paid.
Popular dating app Bumble uses curiosity to drive conversions. People who’ve already liked you are shown, but with their faces pixelated and no further information shown. Users are then prompted to buy BumbleBoost to close the information void.
Curiosity Effect
We're driven to seek missing info that closes our knowledge gap
Our intense, spontaneous desire to close the void between what we know and what we don’t means that…
Hill et al. (2016). Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation. Journal of Business Research.
The study
Setup
105 people were shown an online promotional offer, with the final offer value of 40% revealed either immediately or only at checkout.
Results
Those in the extended curiosity condition were more likely to buy with the promotion than those who were told of the offer value immediately.
Key Takeaways
…curiosity will always be effective.
A recent campaign by Cancer Research UK to fill missing letters of the second-most common cause of cancer led to a 22% increase in its awareness.
How can you use curiosity to drive a desire to learn about a new product or important message?
Create positive curiosity.
Vacation company srprs.me let you choose the number of people, dates and continent. You then get a scratch card to reveal your destination…but only at the airport!
Use to convert free to paid.
Popular dating app Bumble uses curiosity to drive conversions. People who’ve already liked you are shown, but with their faces pixelated and no further information shown. Users are then prompted to buy BumbleBoost to close the information void.
Curiosity Effect
We're driven to seek missing info that closes our knowledge gap
The study
Setup
105 people were shown an online promotional offer, with the final offer value of 40% revealed either immediately or only at checkout.
Results
Those in the extended curiosity condition were more likely to buy with the promotion than those who were told of the offer value immediately.
In detail
Pairings
Connected to
Running workshops?
Curiosity Effect
