Temptation and Prevention provided by the gambling industry: Main and interactive effects on gamblers
Author(s)
Chebat, Jean-Charles
Date issued
2015
In
Recherche et Applications en Marketing
Vol
4
No
30
From page
51
To page
63
Reviewed by peer
1
Subjects
advertising gambling persuasion preventive message tainted fruit theory two-sided paradigm
Abstract
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.
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.
Publication type
journal article