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 language | English |
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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 |
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Abbreviated title | EMAC 2018 |
Country | United Kingdom |
City | Glasgow |
Period | 29/05/18 → 1/06/18 |
Internet address |