The nature and framing of gambling consequences in advertising

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.