The Psychology Behind Why People Click

The psychology behind why people click is more than curiosity—it’s about emotional triggers, visual cues, and cognitive biases. In wellness and lifestyle media, knowing this is the key to building high engagement.

The Psychology Behind Why People Click

According to Harvard Business Review, emotionally charged content and curiosity gaps are major click drivers (Berger 2012). In the world of wellness, where people seek solutions to personal issues, this kind of content performs exceptionally well.

The Three Psychological Hooks That Drive Clicks

1. Curiosity Gap: A Powerful Trigger Behind Clicking Behavior

Coined by Upworthy and now a staple across BuzzFeed and wellness blogs, the curiosity gap exploits our brain’s need to resolve uncertainty. We crave answers, especially when the headline leaves a cognitive gap.

For example, titles like “You’ve Been Meditating Wrong This Whole Time—Here’s Why” pull readers in because they hint at insider knowledge, triggering FOMO (Fear of Missing Out).

This tactic aligns with Loewenstein’s Information Gap Theory, which suggests that curiosity is triggered when there’s a gap between what we know and what we want to know (Loewenstein 1994).

2. Emotions and Social Proof: Why We Click What We Click

People click on content that evokes emotion. Wellness articles that inspire hope or tap into common anxieties—like “Is Your Daily Routine Secretly Sabotaging Your Sleep?”—create a visceral reaction that boosts engagement.

According to research by Frijda (2007), emotional arousal increases the likelihood of behavior execution, meaning you’re far more likely to click when something makes you feel.

Wellness marketers often use this to their advantage with headlines like “Try This 5-Minute Morning Trick Backed by Neuroscience” because they invoke excitement and the promise of transformation.

3. The Emotional Psychology Behind Why People Click

We’re wired to follow the herd—especially when it involves wellness trends. If an article headline reads “Why 93% of Women Over 30 Are Switching to Plant-Based Skincare,” the social validation nudges us to do the same.

Research from Cialdini (2006) shows that humans are more likely to act when they see others doing it, especially if the source is deemed credible. This is why articles citing doctors, therapists, or “Harvard-backed” studies outperform generic content.

Design Matters: Visual Triggers and the Psychology Behind Clicks

Psychological appeal doesn’t end with the headline. Layout and color also influence click-through behavior. According to a 2023 study published in the Journal of Consumer Psychology, wellness sites using calming hues (like green and blue) and well-spaced layouts see a 27% higher engagement rate (Lee and Chen 2023).

Even microinteractions—like the subtle animation when a button pulses—can tap into our need for instant gratification. Think of that tiny “pop” animation when a wellness blog’s CTA button highlights—your brain interprets it as a reward cue.

Click Psychology vs. Clickbait: Understanding Why We Click

Not all click-driven content is ethical. Misleading headlines might generate traffic, but they erode trust. In the wellness space—where vulnerable audiences seek answers—authenticity is essential.

Ethical content uses click psychology but delivers on its promise. Instead of “Drink This to Cure Anxiety in 2 Days”, a better title might be “New Study Links Herbal Tea to Lower Anxiety Symptoms.”

Google’s latest content updates prioritize expertise and trustworthiness, so clickworthy and helpful is the new winning combo.

Applying the Psychology Behind Clicking to Boost Wellness Engagement

If you’re a wellness brand or lifestyle blogger, here’s a simplified framework to make people want to click and stay:

🧠 The 5-Step Wellness Click Framework:

  1. Lead with a Trigger Word
    Examples: “New”, “This”, “How”, “Why”, “You”, “Secret”, “Surprising”
  2. Inject Specificity
    Use numbers and stats: “7 Proven Ways to Fall Asleep in Under 10 Minutes”
  3. Deliver Emotional Benefit
    Example: “Feel More Calm with These 3 Breathing Techniques”
  4. Use a ‘You’ Focused Narrative
    Headlines like “What Your Diet Says About Your Mood” are more compelling than “A Study Shows…”
  5. Create Visual Congruence
    Pair your headline with an image that reflects the tone—serene for relaxation articles, vibrant for energy boosters.

Neuroaesthetics and the Psychology of Digital Click Behavior

Neuroaesthetics—how design affects our brain—will shape the next generation of clickable content. Platforms like Headspace and Calm are already experimenting with visuals that soothe and engage simultaneously.

A study by Chatterjee (2014) shows aesthetically pleasing content activates dopamine centers in the brain, increasing engagement and receptiveness. This is the psychology behind why people click—but refined for deeper connection.

Conclusion:

Understanding the psychology behind why people click isn’t just for marketers—it’s a core tactic in creating better wellness experiences. By using curiosity, emotion, and design intentionally, content creators can make people want to engage—ethically and effectively.

References

  1. Berger, J. (2012) Contagious: Why Things Catch On. New York: Simon & Schuster.
  2. Loewenstein, G. (1994) ‘The psychology of curiosity: A review and reinterpretation’, Psychological Bulletin, 116(1), pp. 75–98.
  3. Frijda, N.H. (2007) The Laws of Emotion. New York: Psychology Press.
  4. Cialdini, R.B. (2006) Influence: The Psychology of Persuasion. Revised edn. New York: Harper Business.
  5. Lee, Y. and Chen, C. (2023) ‘Visual aesthetics and consumer behavior in wellness platforms’, Journal of Consumer Psychology, 33(2), pp. 102–118.
  6. Chatterjee, A. (2014) ‘Neuroaesthetics: Brain at the intersection of art and science’, The Journal of Comparative Neurology, 521(3), pp. 658–663.