The impact of gambling advertising: Problem gamblers report stronger impacts on involvement, knowledge, and awareness than recreational gamblers.

Although there is a general lack of empirical evidence that advertising influences gambling participation, the regulation of gambling advertising is hotly debated among academic researchers, treatment specialists, lobby groups, regulators, and policy makers. This study contributes to the ongoing debate by investigating perceived impacts of gambling advertising in a sample of gamblers drawn from the general population in Norway (n = 6,034). Three dimensions of advertising impacts were identified, representing perceived impacts on (a) gambling-related attitudes, interest, and behavior (‘Involvement’), (b) knowledge about gambling options and providers (‘Knowledge’), and (c) the degree to which people are aware of gambling advertising (‘Awareness’). Overall, impacts were strongest for the ‘Knowledge’ dimension, and, for all three dimensions, the impact increased with level of advertising exposure. Those identified as problem gamblers in the sample (n = 57) reported advertising impacts concerning ‘Involvement’ more than recreational gamblers, and this finding was not attributable to differences in advertising exposure. Additionally, younger gamblers reported stronger impacts on ‘Involvement’ and ‘Knowledge’ but were less likely to agree that they were aware of gambling advertising than older gamblers. Male gamblers were more likely than female gamblers to report stronger impacts on both ‘Involvement’ and ‘Knowledge’. These findings are discussed with regard to existing research on gambling advertising as well as their implications for future research and policy-making

Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008)

In this paper, we replicate and extend Eisend’s (2008) pioneering work on first-person (FPE) effects in the context of scarcity appeals in advertising, using ‘influence of presumed influence’, a broader and less restrictive theoretical perspective compared to FPE to develop a revised conceptual model. Specifically, we hypothesize that it is the perceived influence on self and others, rather than the difference between them as hypothesized by Eisend (2008) that mediates the impact of value perception on purchase intention. Using a student sample similar to Eisend (2008) albeit with a different product category and advertising stimulus, we found that value perception has a direct positive effect on the perceived influence on others that affects the perceived influence on self, which in turn influences purchase intention. Besides offering an alternate model for future researchers to explore the role of scarcity appeals in advertising, our findings may also help advertisers focus on the perceived influence on others and use it to influence consumers’ own value perceptions and purchase intentions

Considering the Future of Pharmaceutical Promotions in Social Media Comment on “Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters”

This commentary explores the implications of increased social media marketing by drug manufacturers, based on findings in Hyosun Kim’s article of the major themes in recent Food and Drug Administration (FDA) warning letters and notices of violation regarding online direct-to-consumer promotions of pharmaceuticals. Kim’s rigorous analysis of FDA letters over a 10-year span highlights a relative abundance of regulatory action toward marketer-controlled websites and sponsored advertisements, compared to branded and unbranded social media messaging. However, social media marketing efforts are increasing, as is FDA attention to these efforts. This commentary explores recent developments and continuing challenges in the FDA’s attempts to provide guidance and define pharmaceutical company accountability in marketer-controlled and -uncontrolled claims disseminated through social medi

Unintended Effects of Advertising: An Updated Qualitative Review

Like most strategic communication efforts, advertising produces both intended and unintended effects. However, there has been little systematic effort to synthesizing the unintended effects of advertising. This paper attempt to fill the gap in the literature. A thematic review was conducted to review the dimensions, types, and theories concerning the unintended effects of advertising. Variations of unintended effects in valence, levels of analysis, time lapse, content specificity, and audience types were discerned, on the basis of which a typology of nine unintended effects was proposed, including confusion, materialism, idealization, stereotypes, boomerang, violence, creativity, job performance and economic growth. The implications and directions for future research were discussed. It is hoped that the conceptual dimensions and types of unintended effects presented in this paper will serve as an evolving framework for endeavors to enhancing the theory and practice of advertising

Offensive Advertisements Influence You More Than Me: An Examination of the Third-Person Effects in the Chinese Cultural Context

This study examined the third-person effect (TPE) hypothesis (Davison, 1983) in offensive advertising in the Chinese cultural context. Based on a survey of 1,539 Chinese Internet users about the third- and firstperson effects among offensive ads, neutral ads, and public service ads, the study inquires into the relationship between the TPE and respondents’ levels of acceptance toward advertising. Besides confirming the TPE existence in an Eastern cultural context, the results suggest that the TPE predict wordof-mouth (WOM) spreading for both offensive and neutral product ads, but not for PSAs. Theoretical contributions and managerial implications of these findings are discussed

Direct-to-Consumer Advertising of Alzheimer’s Disease Drugs

Use of direct-to-consumer (DTC) advertising by pharmaceutical manufacturers has skyrocketed in the past few decades as patients demand more information on drugs and the FDA has gotten more relaxed in its regulation of such marketing. In particular, television advertisements for prescription drugs for chronic conditions have dramatically increased. This paper will analyze the use of DTC advertising for prescription drugs for Alzheimer’s disease, a debilitating disease which can last for more than a decade before it leads to death. The paper will start with a history of DTC advertising and the FDA’s regulation of such advertisements. It will then proceed to analyze issues of DTC advertising which are particularly pertinent for Alzheimer’s disease, with an in-depth look at Aricept, one FDA-approved drug for Alzheimer’s. The paper will conclude with suggestions for further studies in the area and a number of proposals for reform

Perceived Influence Of The Portrayal Of Women In Beauty And Fashion Magazines On Body Image

This investigation examines how women perceive that magazines influence the body image of self and others. Seventeen audio-taped in-depth interviews were conducted with college women who read beauty, fashion, and grooming magazines frequently. These interviews were transcribed, coded, and analyzed and the data developed into topics of importance. The findings indicated that informants perceived other women were influenced more by images of women in the media than they themselves were influenced. However, informants did not advocate behavior changes for others or hold pro-censorship attitudes. Other findings include favorable perceptions of magazines utilizing larger sized fashion models, negative attitudes towards advertising, and a reverse third-person effect when the \u27other\u27 is male. These findings are consistent with existing research on the third-person effect

Public affairs advertising: corporate influence, public opinion and vote intentions under the third-person effect

This study examined corporate public affairs and brand awareness advertising under the third-person effect. Third-person effect studies examine the interaction between the media and its effect on public opinion. Past research in third-person effect indicates that individuals perceive that the media is more influential on others than oneself. However, recent studies find a reverse effect, where individuals perceive a greater effect on oneself when compared to others when media messages are positive and desirable to be influenced by. Findings from this study indicate that ExxonMobil public affairs advertisements are found to be socially desirable to be influenced by and that individuals attribute a greater effect to themselves from such ads when compared to others. Further, they are likely to act on that perception in the form of purchasing ExxonMobil fuel and voting for legislation supporting the cause promoted by the corporation. These unique findings suggest that message influence is derived in part from social acceptance in general rather than one\u27s individual assessments of media messages. As such, corporate use of tools such as issue ads, cause related marketing and advocacy advertising are valuable when those messages are deemed socially acceptable, as they lay a foundation of support for corporate operations. Pro-social messages help build the image of a corporation as socially responsible. And the bottom line for such a reputation for corporations is the importance it has securing future sales both directly and indirectly. In other words, public affairs messages can help a company\u27s bottom line indirectly by managing the corporation\u27s image to ensure favorable policies toward the corporation. As well, socially responsible corporations are looked favorably upon by individuals and this perception can realize a direct increase in sales. The implications of such findings rest in the commercial speech debate of corporations who comment on public issues and under the larger umbrella of media effects. We realize that media effects do not occur in a vacuum. They occur in social contexts. As such, as undue influence is of great concern to the debate of public salient issues, the need for responsible corporate citizens who comment in the market place of ideas is paramount