Does ending an episode on a cliffhanger make viewers watch more, according to open empirical studies?

Two open-text studies disagree in outcome and differ in design. Wirz et al. (2022, N=133 adults, 3-4 episodes of drama) found cliffhangers raised arousal but did not raise enjoyment or intention to continue. Lu et al. (children, 12 serial vs episodic animation episodes in a game study) found serial plots sustained play and activity but not immersion or intention. Neither shows that a cliffhanger by itself binds viewers. Curator qualifications: Wirz et al. statements verify verbatim. Lu et al. outcome directions verify, but two descriptive details are wrong. Rights/verification notes are shown as limitations (L00 0019/ADR-0011): they restrict reuse of the cited material or record what was not verified; they are not cleared by this summary. Limitations: [component_reuse_restriction] Lu et al. is a PMC author manuscript of a SAGE article; reuse per publisher guidelines, no CC licence found (producer). Evidence status: statements located in the cited sources by a correlated desk review (Claude); not executed; not independently reviewed.

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