Cataphoric headlines -- titles that refer to something within the article -- are now often branded as clickbait: "You won't believe why police arrested this 102-year-old woman" is a classic example while "Nintendo's Super Mario Run for iPhone and iPad now has a release date and price" is a more subtle take. They're withholding all or some of the news from the potential readers, in order to get them to click.
Many of the fake stories highlighted by BuzzFeed News employ similar tactics. The top story in the lead-up to the election was "Pope Francis Shocks World, Endorses Donald Trump for President, Releases Statement." Much of the news is there, but the author has appended "releases statement" to the headline to ensure you click. Next is "WikiLeaks CONFIRMS Hillary Sold Weapons to ISIS... Then Drops Another BOMBSHELL!" This follows the same pattern: valuable information up front, cataphora later.
The third-placed story, "IT'S OVER: Hillary's ISIS Email Just Leaked & It's Worse Than Anyone Could Have Imagined" is the most cataphoric, offering way more tease than information. Berger calls this a curiosity gap. "It raises awareness of a gap in knowledge, where clicking on the link is the only way to solve the puzzle."
This suggests that preposterous stories are inherently more clickable than believable ones. Perhaps that shouldn't be a surprise. Humans are easily manipulated: With only a meager understanding of our psychology, politicians, journalists, marketers, filmmakers, authors and, yes, news scam artists, are able to make us think and feel pretty much whatever they want.