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It's said that curiosity killed the cat. Maybe so. However, curiosity also led to the discovery of everything of note from penicillin to the tech you're using to read this right now.

Within the realm of modern psychology, curiosity has been theorised, written about and experimented upon since William James's work in the 1890's to Information-Gap theory in the 1990's and beyond.

This means that marketers (and by extension, savvy business-owners) appreciate the value of curiosity within th...

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