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 |