Resist or Comply: Promoting responsible gambling among youth
Linda Lemarie & Jean-Charles Chebat
| Résumé |
Persuasion models that are currently used in prevention campaigns to
fight gambling addiction largely ignore two facts. First, prevention
campaign objectives compete with those of gambling corporations and,
second, commercial advertising budgets are much larger than those of
prevention. We propose a theoretical model that takes into account
these two facts. Our goal is to propose another way of
conceptualizing prevention in terms of resistance to gambling
advertising appeals rather than persuasion. This model is based on
the inoculation theory. It explains why and under which conditions
message-induced resistance to gambling ads may be more efficient
than an awareness-raising message on gambling-related risks. |
| Mots-clés |
Prevention; Youth; Pathological gambling; Resistance to persuasion; Inoculation theory |
| Citation | Lemarie, L., & Chebat, J. C. (2013). Resist or Comply: Promoting responsible gambling among youth. Journal of Business Reserach, 66(1), 137-140. |
| Type | Article de périodique (Anglais) |
| Date de publication | 1-2013 |
| Nom du périodique | Journal of Business Reserach |
| Volume | 66 |
| Numéro | 1 |
| Pages | 137-140 |
| URL | http://www.sciencedirect.com/science/article/pii/S0148296... |