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Psychologists have some theories. The leading one is known as the “information-gap” theory. George Loewenstein, of Carnegie Mellon, believes that curiosity proceeds in two basic steps: First, a situation reveals a painful gap in our knowledge (that’s the headline), and then we feel an urge to fill this gap and ease that pain (that’s the click).

Upworthy’s Headlines Are Insufferable. Here’s Why You Click Anyway

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