Curiosity generating advertisements and their impact on sport consumer behavior. Issue 3 (August 2015)

• Record Type: Journal Article
• Authors: Park, Seong-Hee; Mahony, Daniel F.; Kim, Yukyoum; Kim, Young Do
• Is Part Of: Sport management review. Volume 18:Issue 3(2015)
• Page Start: 359
• Page End: 369
• Publication Date: 2015-08
• Subjects: Sports administration -- Periodicals; 796.069
• DOI: 10.1016/j.smr.2014.10.002
• Languages: English
• ISSNs: 1441-3523

Abstract

<abstract abstract-type="author-highlights" id="abs0005"> <title id="sect0005">Highlights</title> <sec> <p id="spar0005"> <list id="lis0005"> <list-item id="lsti0005"> <label></label> <p id="par0005">We created three advertisements with low, moderate, and high knowledge gap.</p> </list-item> <list-item id="lsti0010"> <label></label> <p id="par0010">Those watching moderate knowledge gap advertisements show greater generated state curiosity.</p> </list-item> <list-item id="lsti0015"> <label></label> <p id="par0015">Generated state curiosity shows a significant impact on intention to watch the sport.</p> </list-item> <list-item id="lsti0020"> <label></label> <p id="par0020">Fortifying generated state curiosity will increase sport consumers' behavioral intentions.</p> </list-item> <list-item id="lsti0025"> <label></label> <p id="par0025">Mediation effect of generated state curiosity on the relationship between the knowledge gap and the intention exists.</p> </list-item> </list> </p> </sec> </abstract>