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Temptation and Prevention provided by the gambling industry: Main and interactive effects on gamblers

Linda Lemarie & Jean-Charles Chebat

Résumé Our study investigates the effects of pro versus anti-gambling messages funded by the gambling industry.
Paradoxically, our results show that anti-gambling ads funded by the gambling industry enhance gambling
intent as do pro-gambling ads. We propose some suggestions related to the ways this finding should guide
public policies.
   
Mots-clés advertising, gambling, persuasion, preventive message, tainted fruit theory, two-sided paradigm
   
Citation Lemarie, L., & Chebat, J. C. (2015). Temptation and Prevention provided by the gambling industry: Main and interactive effects on gamblers. Recherche et Applications en Marketing, 30(4), 51-63.
   
Type Article de périodique (Anglais)
Date de publication 2015
Nom du périodique Recherche et Applications en Marketing
Volume 30
Numéro 4
Pages 51-63
URL http://rme.sagepub.com/content/30/4/51.short