The nature and framing of gambling consequences in advertising

Davide C. Orazi, Jing Lei and Liliana L. Bove

Journal of Business Research, 2015, vol. 68, issue 10, 2049-2056

Abstract: This research investigates the impact of the nature and framing of gambling consequences in responsible gambling advertisements. Two experimental studies are conducted to assess (1) the construal level of gambling consequences, and (2) the influence of the nature and framing of gambling consequences on advertising effectiveness for both recreational and problem gamblers. The results show that, compared to material consequences, social consequences are at a higher construal level and are more effective in reducing the propensity to gamble. This differential impact of social versus material consequences is stronger among problem gamblers (vs. recreational gamblers) and when the consequences are presented as losses (vs. gains). Implications for public health agencies and social marketers are discussed.

Keywords: Social marketing; Advertising; Problem gambling; Gambling consequences; Message framing (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296315001162
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:10:p:2049-2056

DOI: 10.1016/j.jbusres.2015.03.002

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().