臺大管理論叢 NTU Management Review VOL.30 NO.3

137 NTU Management Review Vol. 30 No. 3 Dec. 2020 service (Chou and Lien, 2014). This study expands the application of the information gap theory and of consumers’ curiosity to a new medium (i.e., mobile game advertisements). We demonstrate that different presenting approaches of the advertisement contents affect “what people already know.” We also exemplify different incentives provided by certain advertisement types affect “what people want to know.” In other words, our experiments help to add understandings to the factors that affect the levels of information gap and curiosity. Finally, our experimental results also provide important suggestions for practitioners about designing in-game mobile advertisements, selecting particular types of advertisement methods, and placing the advertisements within different amount of information at the appropriate timing.