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Affective response to gambling promotions during televised sport: A qualitative analysis

journal contribution
posted on 20.12.2017, 00:00 authored by M Lamont, Nerilee HingNerilee Hing, P Vitartas
Gambling promotions extensively punctuate contemporary televised sport broadcasts and concerns have been raised about their potential impacts on vulnerable groups. Research suggests advertising can shape individuals’ emotions, or affect, towards a product/brand and can subsequently influence purchasing decisions. Consequently, understanding how promotion of gambling influences sport viewers is an important although sparsely addressed area of research. This paper presents exploratory research on affective responses towards gambling promotions displayed during televised sport. Eight online focus groups were conducted with a sample of regular sports viewers in Queensland, Australia. Participants were exposed to a variety of gambling promotions used in National Rugby League match telecasts. Utilising adaptive theory, themes reflecting affective responses to each promotional technique were identified. A range of positive and negative affective responses were identified including arousal, joy, anger and worry. A conceptual model representing emergent affective response categories, message delivery techniques and moderating variables is proposed to inform a broader future research agenda examining how gambling promotions during televised sport influence affective response and concomitant gambling intention.

Funding

Category 2 - Other Public Sector Grants Category

History

Volume

19

Issue

3

Start Page

319

End Page

331

Number of Pages

13

eISSN

1839-2083

ISSN

1441-3523

Publisher

Elsevier Ltd

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Southern Cross University; La Trobe University

Era Eligible

Yes

Journal

Sport Management Review