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The nature and framing of gambling consequences in advertising

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

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.

Suggested Citation

  • Orazi, Davide C. & Lei, Jing & Bove, Liliana L., 2015. "The nature and framing of gambling consequences in advertising," Journal of Business Research, Elsevier, vol. 68(10), pages 2049-2056.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:10:p:2049-2056
    DOI: 10.1016/j.jbusres.2015.03.002
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    References listed on IDEAS

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    1. Lemarié, Linda & Chebat, Jean-Charles, 2013. "Resist or comply: Promoting responsible gambling among youth," Journal of Business Research, Elsevier, vol. 66(1), pages 137-140.
    2. Douglas M. Walker, 2007. "Problems in Quantifying the Social Costs and Benefits of Gambling," American Journal of Economics and Sociology, Wiley Blackwell, vol. 66(3), pages 609-645, July.
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    4. Douglas M. Walker & Shannon M. Kelly, 2011. "The Roots Of Modern ‘Social Cost Of Gambling’ Estimates," Economic Affairs, Wiley Blackwell, vol. 31(1), pages 38-42, March.
    5. Grinols,Earl L., 2009. "Gambling in America," Cambridge Books, Cambridge University Press, number 9780521124171.
    6. repec:cup:judgdm:v:5:y:2010:i:5:p:411-419 is not listed on IDEAS
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    Cited by:

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    3. van Laer, Tom & Feiereisen, Stephanie & Visconti, Luca M., 2019. "Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect," Journal of Business Research, Elsevier, vol. 96(C), pages 135-146.

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