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Curiosity Gaps

  • The curiosity gap is the space between what we know and what we want or even need to know.
  • Curiosity is a stronger driving force than fear of loss and desire for economic gain.
  • Think Pandoraā€™s Box. Think Eve. Think of Lotā€™s wife turning back to look, even though she knew the punishment was death. Think of every cliffhanger sinceĀ Scheherazadeā€˜s 1,001 nights. Think of those Upworthy headlines everybody whines about now (but I continue to love).
  • Not knowing everything yet is intriguing for people. We need to connect the dots. We need to bridge gaps.
  • For marketers, using the curiosity gap generally means:Introducing something new that our existing knowledge or previous experiences canā€™t explain; similar to cognitive dissonanceStarting a story, pausing at a climactic moment, and delaying the conclusion of withholding key information for a manageable period of time (but not too long, which can deflate curiosity)Introducing an idea, action or conceptā€¦ and connecting it with an unexpected outcome or subject