Session Title

Session 1-1-B: Responsible Gambling Messaging and Discourse

Presentation Type

Paper Presentation

Location

Park MGM, Las Vegas, NV

Start Date

23-5-2023 10:15 AM

End Date

23-5-2023 11:45 AM

Abstract

Abstract

Although somewhat controversially grounded, the notion of responsible gambling (RG) subsumes some level of consumer protection (harm-minimization) through restriction of a gambler’s expenditure of time and money to affordable limits (Breen et al., 2005). With RG believed to protect industry interests, Livingstone and Rintoul (2020) argue for a new discourse. We believe creative advertising messaging as a means of preventing and minimizing harm can influence RG. Hence, understanding what makes an effective RG advertising message and determining criteria to assess that effectiveness are critical. Advertising effectiveness includes attention, recall, and behavioral intentions. This presentation focuses on the pressing need for a valid and reliable measure (RG-IES) to examine the relationship between RG messages and effectiveness. We define RG-IES as how well an RG message engages the gambler’s cognitive, emotional, and motivational faculties to increase their likelihood of evaluating individual play duration and intensity. RG-IES has four-dimensions: attention, attitudes, subjective norms and perceived behavioral control (PBC). Attention to advertising is necessary for ad effectiveness, and allows consumers to form cognitive, affective, and behavioral responses (Olney et al., 1991); this forms the basis of attitudes. Subjective norms reflect perceived opinions of referent others; PBC indicates consumers’ individual beliefs they can control their behaviors.

Implications

An effective RG message will enhance how gamers think, feel and consider the space and issues around them in a new light. Effective RG interventions can influence behavioral beliefs about the consequences of problem gambling, normative beliefs about how others perceive problem gambling; and PBC, by reminding gamblers they control their own gambling decisions.

REFERENCES

Breen, H., Buultjens, J., & Hing, N. (2005). Evaluating implementation of a voluntary responsible gambling code in Queensland, Australia. International Journal of Mental Health and Addiction, 3, 15–25.

Livingstone, Charles, and Angela Rintoul (2020). Moving on from responsible gambling: a new discourse is needed to prevent and minimise harm from gambling. Public Health 184,107-112.

Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440-453.

Keywords

Responsible Gambling, Message Effectiveness, Advertising, Attitudes

Author Bios

Dr. Marla Royne Stafford is Professor of Marketing at University of Nevada-Las Vegas. She is past Executive Associate Dean in the Harrah College of Hospitality. She is an elected Fellow of the American Academy of Advertising and past Editor-in-Chief of the Journal of Advertising. Her current work focuses on the role of marketing and advertising on well-being. She has published over 100 refereed articles in leading journals such as Journal of Public Policy and Marketing, Journal of Business Research, American Journal of Public Health.

Dr. Jonathan Ross Gilbert is Assistant Professor of Marketing at Northern Arizona University. His current research examines the role of marketing as a means of enhancing consumer and human well-being. He has published peer-reviewed articles in leading journals such as Journal of Public Policy & Marketing, Journal of Business Research, Industrial Marketing Management, and Journal of Advertising. Dr. Gilbert previously worked as a general manager and turnaround specialist in the telecommunications, media and entertainment sector.

Leonard Hostetter is Assistant Professor of Practice of Marketing at Northern Arizona University. Mr. Hostetter previously worked as Vice President of Marketing at the FedEx Corporation. He has also worked in various marketing, operations and communications in both the automotive and gaming industries, including as Director of Responsible Gaming for Harrah's Entertainment, Inc. Mr. Hostetter earned an MBA from Harvard University and B.S.B.A from Lehigh University.

Funding Sources

None

Competing Interests

None

Comments

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May 23rd, 10:15 AM May 23rd, 11:45 AM

Promoting Responsible Gambling through Creative Advertising: Developing an Intervention Effectiveness Scale

Park MGM, Las Vegas, NV

Abstract

Although somewhat controversially grounded, the notion of responsible gambling (RG) subsumes some level of consumer protection (harm-minimization) through restriction of a gambler’s expenditure of time and money to affordable limits (Breen et al., 2005). With RG believed to protect industry interests, Livingstone and Rintoul (2020) argue for a new discourse. We believe creative advertising messaging as a means of preventing and minimizing harm can influence RG. Hence, understanding what makes an effective RG advertising message and determining criteria to assess that effectiveness are critical. Advertising effectiveness includes attention, recall, and behavioral intentions. This presentation focuses on the pressing need for a valid and reliable measure (RG-IES) to examine the relationship between RG messages and effectiveness. We define RG-IES as how well an RG message engages the gambler’s cognitive, emotional, and motivational faculties to increase their likelihood of evaluating individual play duration and intensity. RG-IES has four-dimensions: attention, attitudes, subjective norms and perceived behavioral control (PBC). Attention to advertising is necessary for ad effectiveness, and allows consumers to form cognitive, affective, and behavioral responses (Olney et al., 1991); this forms the basis of attitudes. Subjective norms reflect perceived opinions of referent others; PBC indicates consumers’ individual beliefs they can control their behaviors.

Implications

An effective RG message will enhance how gamers think, feel and consider the space and issues around them in a new light. Effective RG interventions can influence behavioral beliefs about the consequences of problem gambling, normative beliefs about how others perceive problem gambling; and PBC, by reminding gamblers they control their own gambling decisions.

REFERENCES

Breen, H., Buultjens, J., & Hing, N. (2005). Evaluating implementation of a voluntary responsible gambling code in Queensland, Australia. International Journal of Mental Health and Addiction, 3, 15–25.

Livingstone, Charles, and Angela Rintoul (2020). Moving on from responsible gambling: a new discourse is needed to prevent and minimise harm from gambling. Public Health 184,107-112.

Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440-453.