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The nature and framing of gambling consequences in advertising

Author

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  • Orazi, Davide C.
  • Lei, Jing
  • Bove, Liliana L.

Abstract

This research investigates the impact of the nature and framing of gambling consequences in responsible gambling advertisements. Two experimental studies are conducted to assess (1) the construal level of gambling consequences, and (2) the influence of the nature and framing of gambling consequences on advertising effectiveness for both recreational and problem gamblers. The results show that, compared to material consequences, social consequences are at a higher construal level and are more effective in reducing the propensity to gamble. This differential impact of social versus material consequences is stronger among problem gamblers (vs. recreational gamblers) and when the consequences are presented as losses (vs. gains). Implications for public health agencies and social marketers are discussed.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:10:p:2049-2056
    DOI: 10.1016/j.jbusres.2015.03.002
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    References listed on IDEAS

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    1. 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.
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    1. Ding, Xiaoqian & Li, Menghan & Qiao, Junyi, 2025. "Meta-analysis examining the relationship between framing effect and risky decisions," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 116(C).
    2. Orazi, Davide C. & Johnston, Allen C., 2020. "Running field experiments using Facebook split test," Journal of Business Research, Elsevier, vol. 118(C), pages 189-198.
    3. Renata Korsakiene & Neringa Vilkaite-Vaitone & Laima Jeseviciute-Ufartiene, 2024. "Exposed to the Media: Intentions to Gamble and Problem Gambling," SAGE Open, , vol. 14(4), pages 21582440241, November.
    4. Rashid Saeed, Muhammad & Khan, Huda & Lee, Richard & Lockshin, Larry & Bellman, Steven & Cohen, Justin & Yang, Song, 2024. "Construal level theory in advertising research: A systematic review and directions for future research," Journal of Business Research, Elsevier, vol. 183(C).
    5. Khalil, Mary & Northey, Gavin & Septianto, Felix & Lang, Bodo, 2022. "Hopefully that’s not wasted! The role of hope for reducing food waste," Journal of Business Research, Elsevier, vol. 147(C), pages 59-70.
    6. van Laer, Tom & Feiereisen, Stephanie & Visconti, Luca M., 2019. "Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect," Journal of Business Research, Elsevier, vol. 96(C), pages 135-146.

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