Promoting Responsible Gambling through Creative Advertising: Developing an Intervention Effectiveness Scale

Abstract Although somewhat controversially grounded, the notion of responsible gambling (RG) subsumes some level of consumer protection (harm-minimization) through restriction of a gambler’s expenditure of time and money to affordable limits (Breen et al., 2005). With RG believed to protect industry interests, Livingstone and Rintoul (2020) argue for a new discourse. We believe creative advertising messaging as a means of preventing and minimizing harm can influence RG. Hence, understanding what makes an effective RG advertising message and determining criteria to assess that effectiveness are critical. Advertising effectiveness includes attention, recall, and behavioral intentions. This presentation focuses on the pressing need for a valid and reliable measure (RG-IES) to examine the relationship between RG messages and effectiveness. We define RG-IES as how well an RG message engages the gambler’s cognitive, emotional, and motivational faculties to increase their likelihood of evaluating individual play duration and intensity. RG-IES has four-dimensions: attention, attitudes, subjective norms and perceived behavioral control (PBC). Attention to advertising is necessary for ad effectiveness, and allows consumers to form cognitive, affective, and behavioral responses (Olney et al., 1991); this forms the basis of attitudes. Subjective norms reflect perceived opinions of referent others; PBC indicates consumers’ individual beliefs they can control their behaviors. Implications An effective RG message will enhance how gamers think, feel and consider the space and issues around them in a new light. Effective RG interventions can influence behavioral beliefs about the consequences of problem gambling, normative beliefs about how others perceive problem gambling; and PBC, by reminding gamblers they control their own gambling decisions. REFERENCES Breen, H., Buultjens, J., & Hing, N. (2005). Evaluating implementation of a voluntary responsible gambling code in Queensland, Australia. International Journal of Mental Health and Addiction, 3, 15–25. Livingstone, Charles, and Angela Rintoul (2020). Moving on from responsible gambling: a new discourse is needed to prevent and minimise harm from gambling. Public Health 184,107-112. Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440-453

Calling Their Bluff: Misplaced Loyalty is a Problem for Gamblers

Abstract Due to the ubiquity of casinos, both brick and mortar and online, problem gambling has emerged as a significant public health issue. It is estimated that 30% - 50% of all casino revenues are generated from problem gamblers who tend to be disproportionately male, young, and minority group members (Welte et al. 2014). Although prior research has examined the mediating role of gambling behaviors in the relationship between casino marketing strategies and problem gambling, it is not clear what role casino loyalty programs play in predicting problem gambling, particularly in underserved and minority populations. Prentice & Wong (2016) examined the mediating role of gambling behaviors in the relationship between casino marketing strategies and problem gambling. Their findings indicate that loyalty programs were not significantly related to problem gambling despite the fact that only customer loyalty was conceptualized to have an effect on problem gambling. So, what role do casino loyalty programs play in predicting problem gambling? The objective of this study is to bridge the identified theoretical gap and examine casino loyalty programs through the normative framework of the “integrative justice model’” (Santos & Laczniak 2009). Specifically, this presentation will discuss the aims and importance of (1) explaining the influence of casino loyalty programs in the relationship between ease of access and problem gambling; and (2) uncovering the impact of casino loyalty programs in the context of an underserved population. Implications Casino loyalty programs are unstudied within the context of problem gambling. Marketing’s role as both a contributor to the problem and as a force in its alleviation is a complex one. Existing customer loyalty programs may need to be modified to reduce disproportionate harm to underserved and minority populations. References Prentice, C., & Wong, I. A. (2016). Embracing or fighting the urge: A multilevel investigation on casino service, branding and impulsive gambling. International Journal of Hospitality Management, 56, 109‐118. Santos, N., & Laczniak, G. (2009). Marketing to the poor: An integratie justice model for engaging impoverished market segments. Journal of Public Policy & Marketing, 28(1), 3-15. Welte, J. W., Barnes, G. M., Tidwell, M.-C. O., et al. (2015). Gambling and problem gambling in the United States: Changes between 1999 and 2013. Journal of Gambling Studies, 31, 695-715

Perceived Spousal Influence In The Service Decision-Making Process: A Cross Cultural Investigation

Although spousal influence in the decision-making process has been investigated in the academic literature, most of the existing research has focused on decision-making for consumer goods. This paper reports the results of a cross-cultural study of consumer decision making for two broad types of services, across three different household samples (US Americans, Indian Tamil US Immigrants, and Indian Tamils living in India). Findings of the study suggest that for both types of services, there is more joint decision making within American US households than in Indian-Tamil households. Joint decision making is least prevalent in Tamil households in India

Opportunities for Involvement Research: A Scale Development Approach

The authors identify, classify, and compare several involvement measures used in studies reported in the Journal of Advertising and related publications, and identify opportunities for future involvement research. Most published scales pertain to enduring product involvement. Few studies have addressed enduring involvement with a service or situational involvement with either a product or a service. Most of the involvement research in advertising has investigated the effects of situational involvement on other variables. Despite the considerable theoretical work related to the involvement concept, knowledge remains incomplete. Additional scale development is advocated as a means for increasing the knowledge base