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.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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.

np_read_2490885_000000

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

Our intense, spontaneous desire to close the void between what we know and what we don’t means that…

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.

np_read_2490885_000000

In detail

Related "Wilds"

Connected to

Running workshops?

Curiosity Effect

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box One