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How headlines have changed as media has evolved -- and how they haven't.
This article is atrocious and can be summarized with "They work because they generate curiosity". In other words, the same way cliffhangers work. There's nothing special about it, there's not even any significant research cited (all of it is old). I only clicked on it (in spite of my initial reservation) because it was associated with Jstor, and I regret wasting my time.
Don't even bother reading it, if you want a recommendation. It really just boils down to "because curiosity", the most mundane and obvious answer everyone already knows. Which is doubly ironic, because this tongue-in-cheek clickbait title sticks true to what the author accuses tabloids of doing by providing nothing useful after using the clickbait title.