"You may be trapped forever...set yourself free!" Eliciting mixed emotions to encourage help-seeking behaviour in gambling-afflicted individuals

Svetlana de Vos, Roberta Crouch, Pascale Quester, Jasmina Ilicic

Research output: Contribution to conferenceAbstractOtherpeer-review

Abstract

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.
Original languageEnglish
Publication statusPublished - 2018
EventEuropean Marketing Academy Conference (EMAC) 2018 - University of Strathclyde, Glasgow, United Kingdom
Duration: 29 May 20181 Jun 2018
http://www.emac-online.org/r/default.asp?iId=FMHGKF

Conference

ConferenceEuropean Marketing Academy Conference (EMAC) 2018
Abbreviated titleEMAC 2018
CountryUnited Kingdom
CityGlasgow
Period29/05/181/06/18
Internet address

Cite this

Vos, S. D., Crouch, R., Quester, P., & Ilicic, J. (2018). "You may be trapped forever...set yourself free!" Eliciting mixed emotions to encourage help-seeking behaviour in gambling-afflicted individuals. Abstract from European Marketing Academy Conference (EMAC) 2018, Glasgow, United Kingdom.
Vos, Svetlana de ; Crouch, Roberta ; Quester, Pascale ; Ilicic, Jasmina. / "You may be trapped forever...set yourself free!" Eliciting mixed emotions to encourage help-seeking behaviour in gambling-afflicted individuals. Abstract from European Marketing Academy Conference (EMAC) 2018, Glasgow, United Kingdom.
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abstract = "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.",
author = "Vos, {Svetlana de} and Roberta Crouch and Pascale Quester and Jasmina Ilicic",
year = "2018",
language = "English",
note = "European Marketing Academy Conference (EMAC) 2018, EMAC 2018 ; Conference date: 29-05-2018 Through 01-06-2018",
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Vos, SD, Crouch, R, Quester, P & Ilicic, J 2018, '"You may be trapped forever...set yourself free!" Eliciting mixed emotions to encourage help-seeking behaviour in gambling-afflicted individuals' European Marketing Academy Conference (EMAC) 2018, Glasgow, United Kingdom, 29/05/18 - 1/06/18, .

"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 conferenceAbstractOtherpeer-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 -

Vos SD, Crouch R, Quester P, Ilicic J. "You may be trapped forever...set yourself free!" Eliciting mixed emotions to encourage help-seeking behaviour in gambling-afflicted individuals. 2018. Abstract from European Marketing Academy Conference (EMAC) 2018, Glasgow, United Kingdom.