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Adolescent exposure to gambling promotions during televised sport: an exploratory study of links with gambling intentions

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  • Nerilee Hing
  • Peter Vitartas
  • Matthew Lamont
  • Elian Fink

Abstract

Young people are exposed to gambling promotions while watching televised sports; however, little research has examined how this influences gambling attitudes and intentions. This paper developed and tested a research model underpinned by the Theory of Reasoned Action and specifically aimed to examine (1) adolescents' exposure and attitudes to, and recall and perceptions of, gambling promotions during televised sport; (2) associations between adolescents' exposure and attitude to these gambling promotions, and their intention to gamble on sports and other gambling activities once of legal gambling age. An online survey was conducted of 131 Australian adolescents. Greater intention to gamble both on sports and non-sports was associated with higher frequency of watching televised sports, and more positive attitudes to gambling operators, to gambling promotions during televised sport and to promotional techniques used. Regression analysis indicated that the strongest predictors of sports betting intention were male gender and a more positive attitude to gambling sponsors and their promotions during televised sport. Strongest predictors of gambling intention were male gender, subjective norms and a more positive attitude to promotion of gambling during televised sport. Findings can inform advertising restrictions for gambling during general television viewing times, and health promotion messages countering promotion of gambling to adolescents.

Suggested Citation

  • Nerilee Hing & Peter Vitartas & Matthew Lamont & Elian Fink, 2014. "Adolescent exposure to gambling promotions during televised sport: an exploratory study of links with gambling intentions," International Gambling Studies, Taylor & Francis Journals, vol. 14(3), pages 374-393, December.
    • Handle: RePEc:taf:intgms:v:14:y:2014:i:3:p:374-393
    DOI: 10.1080/14459795.2014.902489
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    Cited by:

    1. Lamont, Matthew & Hing, Nerilee & Vitartas, Peter, 2016. "Affective response to gambling promotions during televised sport: A qualitative analysis," Sport Management Review, Elsevier, vol. 19(3), pages 319-331.
    2. Hing, Nerilee & Lamont, Matthew & Vitartas, Peter & Fink, Elian, 2015. "Sports bettors' responses to sports-embedded gambling promotions: Implications for compulsive consumption," Journal of Business Research, Elsevier, vol. 68(10), pages 2057-2066.
    3. Yolanda López-del-Hoyo & Alicia Monreal-Bartolomé & Pablo Aisa & Adrián Pérez-Aranda & Carlos Plana & José Antonio Poblador & Jaime Casterad & Javier García-Campayo & Jesus Montero-Marin, 2022. "The Gambling Habits of University Students in Aragon, Spain: A Cross-Sectional Study," IJERPH, MDPI, vol. 19(8), pages 1-11, April.

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