Sports bettors' responses to sports-embedded gambling promotions_ Implications for compulsive consumption.pdf (292.92 kB)
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Sports bettors' responses to sports-embedded gambling promotions: Implications for compulsive consumption

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journal contribution
posted on 22.12.2021, 00:21 by Nerilee HingNerilee Hing, M Lamont, P Vitartas, E Fink
© 2015 Elsevier Inc.Commercial arrangements between sport organizations and gambling operators are resulting in extensive promotion of gambling during televised sport. This study aims to explore sports bettors' responses to these promotions, and whether this varies with problem gambling severity. Surveys with 544 Australian sports bettors with varying degrees of problem gambling severity indicate that problem gamblers have highest approval of these promotions. Compared to non-problem and at-risk gamblers, problem gamblers also report most encouragement and influence to gamble from these promotions. Problem gamblers are also more influenced to sports bet by contextual factors, particularly certain bet types and promotional appeals. Three theories are discussed to explain these results - product involvement, cue induced craving and classical conditioning. Given the rapid growth of sports betting, increasing sports betting problems, and inability to avoid gambling advertising while watching televised sport, further research is critical to understand how sports-embedded gambling promotions impact on gambling consumption and problem gambling. Research is also important to inform policy, given that sports-embedded advertising is a controversial practice prompting recent changes to broadcasting codes of practice. This exploratory study provides some foundations and future directions to inform this research effort.

Funding

Category 2 - Other Public Sector Grants Category

History

Volume

68

Issue

10

Start Page

2057

End Page

2066

Number of Pages

10

ISSN

0148-2963

Publisher

Elsevier Inc.

Peer Reviewed

Yes

Open Access

Yes

External Author Affiliations

Southern Cross University; Latrobe University

Era Eligible

Yes

Journal

Journal of Business Research

Usage metrics

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