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Resist or comply: Promoting responsible gambling among youth

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  • Lemarié, Linda
  • Chebat, Jean-Charles

Abstract

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.

Suggested Citation

  • Lemarié, Linda & Chebat, Jean-Charles, 2013. "Resist or comply: Promoting responsible gambling among youth," Journal of Business Research, Elsevier, vol. 66(1), pages 137-140.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:1:p:137-140
    DOI: 10.1016/j.jbusres.2012.09.005
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    References listed on IDEAS

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    1. Farrelly, M.C. & Healton, C.G. & Davis, K.C. & Messeri, P. & Hersey, J.C. & Haviland, M.L., 2002. "Getting to the truth: Evaluating national tobacco countermarketing campaigns," American Journal of Public Health, American Public Health Association, vol. 92(6), pages 901-907.
    2. Pechmann, Cornelia & Knight, Susan J, 2002. "An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions about Cigarette Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 5-19, June.
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    Cited by:

    1. Strong, Carolyn A. & Martin, Brett A.S., 2014. "Effects of perspective taking and entitlement on consumers," Journal of Business Research, Elsevier, vol. 67(9), pages 1817-1823.
    2. Orazi, Davide C. & Lei, Jing & Bove, Liliana L., 2015. "The nature and framing of gambling consequences in advertising," Journal of Business Research, Elsevier, vol. 68(10), pages 2049-2056.

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