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If you have a good story, then that will be reason enough to continue reading past a chapter break, OR why the Hell have chapters to begin with?
A chapter should provide a natural break where you switch to another set of characters in a separate venue, a separate time, etc.
Generally let the literal "cliff hangers" (where the heroine is clinging to a root at the edge of the cliff hoping her hero on his white stallion will soon ride up and grab her) be in the Kiddie's serial videos or movies.
"Gosh, here comes the T-Rex!" (Tune in next week for a new exciting Buster Brawn and Busty Beauty episode!
And Eat plenty of "Happy Pops" the cereal that pops happily all the way down!'
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