The Zeigarnik effect is the fact that people remember uncompleted or interrupted tasks better than completed tasks.
Soviet psychologist Bluma Zeigarnik first studied the phenomenon after her professor, Gestalt psychologist Kurt Lewin, noticed that a waiter had better recollections of still unpaid orders.
The reason waiters remember unpaid orders better is because the task isn’t completed until you have the money.
Once you have the money, you dispose of the information to make room for more.
Headlines work in the same way. If your headlines are incomplete, you force a person to take an action to complete the thought or to find out what the conclusion is. We all strive for closure and if you abandon a headline that is not complete without taking the requested action, you miss the closure.
Thanks for clicking on the headline.
You should be rewarded, after all reciprocity is a powerful persuasion tool too, so…