
No Spoilers, Please! Why Curiosity Makes Us Patient

four ways of involuntarily inducing curiosity in humans: (1) the ‘posing of a question or presentation of a puzzle’; (2) ‘exposure to a sequence of events with an anticipated but unknown resolution’; (3) ‘the violation of expectations that triggers a search for an explanation’; (4) knowledge of ‘possession of information by someone else’.
Will Storr • The Science of Storytelling: Why Stories Make Us Human, and How to Tell Them Better
The place of maximum curiosity – the zone in which storytellers play – is when people think they have some idea but aren’t quite sure. Brain scans reveal that curiosity begins as a little kick in the brain’s reward system: we crave to know the answer, or what happens next in the story,
Will Storr • The Science of Storytelling: Why Stories Make Us Human, and How to Tell Them Better
Elise Granata • What We Lose When Optimizing Community

In fact, you can often tell people the ending -- or at least hint at it -- and yet they'll stick around because they want to see how it happens. But, they also want to own part of the story, by working it out for themselves.