Highlights• We created three advertisements with low, moderate, and high knowledge gap.• Those watching moderate knowledge gap advertisements show greater generated state curiosity.• Generated state curiosity shows a significant impact on intention to watch the sport.• Fortifying generated state curiosity will increase sport consumers’ behavioral intentions.• Mediation effect of generated state curiosity on the relationship between the knowledge gap and the intention exists.
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Park et al. (2014) studied this question.