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The consultancy born at the intersection of behavioral economics and human experience.

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Aslan Patov, CEO

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LATEST ARTICLES

Customer ExperienceThe March 2026 CX Events Worth Putting in Your Calendar Customer ExperienceCustomer Experience (CX) Framework: Key Components and Best Practices Digital TransformationJobs-To-Be-Done Customer ExperienceCX in Real Estate

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Ep. 03 · Customer LoyaltyCustomer Loyalty, Brand Loyalty & CX Ep. 02 · Artificial IntelligenceAI in Customer Experience Ep. 01 · CX AwardsCustomer Experience Awards

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Explore

Curiosity Effect

People feel compelled to resolve information gaps, increasing engagement and learning motivation.

Apply this with us All biases

What it is

People feel compelled to resolve information gaps, increasing engagement and learning motivation.

The category

A Explore bias — part of the REBEL behavioral library.

Origin

Discovered byLoewenstein, G. (1994). The Psychology of Curiosity. Psychological Bulletin, 116(1), 75–98.

How it shows up in CX

Unanswered questions or gaps in knowledge create cognitive tension, making individuals more engaged in seeking solutions or exploring further.

CX pillars it strengthens

RecognitionEmotions

How to design with it

1

Use mystery.

2

Present customers with intriguing questions, teasers, or incomplete stories to maintain attention.

3

Progressive discovery.

4

Allow users to unlock more information as they interact with a product or service.

5

Personal engagement.

6

Frame experiences as personal challenges or exclusive discoveries, rewarding users with insights.

The evidence

Participants were asked to guess trivia answers before receiving the correct ones. Those forced to guess first were significantly more likely to remember the answers later. This experiment shows how curiosity strengthens learning and retention. In CX, this translates to teaser campaigns, interactive brand storytelling, and step-by-step engagement models that keep users coming back for more.

Supporting biases

Zeigarnik EffectInformation Gap Theory

Opposing biases

Closure EffectCognitive Load

Related biases

Aesthetic-Usability Effect

A visually appealing design is perceived as easier to use, even if functionality is identical.

Context Effect

Customers evaluate choices differently based on the surrounding context, significantly affecting their perceptions, decisions, and satisfaction by altering perceived value or importance.

Curiosity Effect | Pandora Effect

Customers exhibit increased interest, attention, and motivation to engage when presented with intriguing, incomplete, or uncertain information, significantly influencing their actions and emotional investment.

Behavioral Biases

Design with behavior, not against it.

Explore more biases, or work with us to apply behavioral science to your customer experience.

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