The effectiveness of betting odds in digital gambling advertising for sports betting

IF 2.5 3区心理学 Q2 SUBSTANCE ABUSE

International Gambling Studies Pub Date : 2022-06-06 DOI:10.1080/14459795.2022.2079705

Steffi De Jans

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Abstract

ABSTRACT Digital gambling advertising is omnipresent nowadays and leads young adults easily and directly to online gambling websites, challenging their self-control and inducing impulsive behaviors. The current study examines how including betting odds in digital gambling advertising for sports betting affects young adults’ gambling intentions and gambling attitudes toward sports betting and whether positive affective reactions toward the advertising can explain this. In addition, the moderating roles of gender and advertising format are investigated. The results of a two (advertising strategy: no odds advertising versus odds advertising) by two (digital advertising format: social media ad versus online banner) between-subjects experiment among 150 young adults (18 to 25 years) show that odds advertising (compared to an ad not including odds) led to more positive affective reactions toward the sports betting advertisement, which subsequently positively affected both gambling intentions and gambling attitudes. However, these results were only true for men and not for women. Finally, there was no moderating role of digital advertising format.

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体育博彩数字博彩广告中博彩赔率的有效性

摘要：如今，数字赌博广告无处不在，年轻人很容易直接进入在线赌博网站，挑战他们的自制力，诱发冲动行为。目前的研究考察了在体育博彩的数字博彩广告中加入博彩赔率如何影响年轻人对体育博彩的赌博意图和赌博态度，以及对广告的积极情感反应是否可以解释这一点。此外，还调查了性别和广告形式的调节作用。在150名年轻人（18至25岁）中进行的受试者之间的二对二（广告策略：无赔率广告与赔率广告）（数字广告格式：社交媒体广告与在线横幅）实验的结果表明，赔率广告（与不包括赔率的广告相比）对体育博彩广告产生了更积极的情感反应，这随后对赌博意图和赌博态度都产生了积极影响。然而，这些结果只适用于男性，而不适用于女性。最后，数字广告形式并没有起到调节作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Gambling Studies SUBSTANCE ABUSE-

CiteScore

5.30

自引率

15.60%

发文量