Abstract
| Original language | English |
|---|---|
| Publication status | Published - 2018 |
| Event | European Marketing Academy Conference (EMAC) 2018 - University of Strathclyde, Glasgow, United Kingdom Duration: 29 May 2018 → 1 Jun 2018 http://www.emac-online.org/r/default.asp?iId=FMHGKF |
Conference
| Conference | European Marketing Academy Conference (EMAC) 2018 |
|---|---|
| Abbreviated title | EMAC 2018 |
| Country | United Kingdom |
| City | Glasgow |
| Period | 29/05/18 → 1/06/18 |
| Internet address |
Cite this
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"You may be trapped forever...set yourself free!" Eliciting mixed emotions to encourage help-seeking behaviour in gambling-afflicted individuals. / Vos, Svetlana de; Crouch, Roberta; Quester, Pascale; Ilicic, Jasmina.
2018. Abstract from European Marketing Academy Conference (EMAC) 2018, Glasgow, United Kingdom.Research output: Contribution to conference › Abstract › Other › peer-review
TY - CONF
T1 - "You may be trapped forever...set yourself free!" Eliciting mixed emotions to encourage help-seeking behaviour in gambling-afflicted individuals
AU - Vos, Svetlana de
AU - Crouch, Roberta
AU - Quester, Pascale
AU - Ilicic, Jasmina
PY - 2018
Y1 - 2018
N2 - This study takes a social marketing perspective to investigate emotional advertising effectiveness by considering impacts of fear, challenge and fear mixed with challenge appeals on help-seeking intentions (BI) in at-risk gamblers. Fear mixed with challenge produced significantly larger BI means in comparison to fear or challenge appeals in at-risk gamblers. The authors applied latent moderated structural equation modelling to test direct and indirect impacts of fear mixed with challenge appeals on BI. This study reveals that a direct impact of fear mixed with challenge on BI is non-significant. Indirectly, via involvement with the advertisement and attitudes toward help advertisement, fear mixed with challenge positively influenced help-seeking intentions. This study represents an important step toward enhancing help-seeking intentions in at-risk gamblers by leveraging emotional advertising campaigns to promote harm minimisation in the problem gambling context.
AB - This study takes a social marketing perspective to investigate emotional advertising effectiveness by considering impacts of fear, challenge and fear mixed with challenge appeals on help-seeking intentions (BI) in at-risk gamblers. Fear mixed with challenge produced significantly larger BI means in comparison to fear or challenge appeals in at-risk gamblers. The authors applied latent moderated structural equation modelling to test direct and indirect impacts of fear mixed with challenge appeals on BI. This study reveals that a direct impact of fear mixed with challenge on BI is non-significant. Indirectly, via involvement with the advertisement and attitudes toward help advertisement, fear mixed with challenge positively influenced help-seeking intentions. This study represents an important step toward enhancing help-seeking intentions in at-risk gamblers by leveraging emotional advertising campaigns to promote harm minimisation in the problem gambling context.
M3 - Abstract
ER -