Abstract
Despite the negative impact problem gambling poses to individuals and society, very little attention has been paid to the available resources of social marketing as an effective prevention tool for raising awareness of problems associated with gambling.
The present study addresses this gap. This research investigates the impact of fear mixed with challenge appeals on help-seeking behavioural intentions (BI) among gambling afflicted consumers. The research findings indicate that systematic mode and depth of information processing (SMDIP) is significantly and positively influenced by evoked emotions of fear mixed with challenge. In turn, advertising messages that are processed systematically and in-depth positively influence attitude towards the advertisement (AttAd). Lastly, BI is positively impacted by the AttAd. Findings from this study support the role of fear mixed with challenge as catalysts for efficient information processing, which enhances consumers’ abilities to engage in meaningful deliberations in a social marketing context, indirectly impacting on BI.
The present study addresses this gap. This research investigates the impact of fear mixed with challenge appeals on help-seeking behavioural intentions (BI) among gambling afflicted consumers. The research findings indicate that systematic mode and depth of information processing (SMDIP) is significantly and positively influenced by evoked emotions of fear mixed with challenge. In turn, advertising messages that are processed systematically and in-depth positively influence attitude towards the advertisement (AttAd). Lastly, BI is positively impacted by the AttAd. Findings from this study support the role of fear mixed with challenge as catalysts for efficient information processing, which enhances consumers’ abilities to engage in meaningful deliberations in a social marketing context, indirectly impacting on BI.
| Original language | English |
|---|---|
| Publication status | Published - 30 Nov 2015 |
| Externally published | Yes |
| Event | 2015 ANZMAC Conference: Innovation and growth strategies in marketing - University of New South Wales, Sydney, Australia Duration: 30 Nov 2015 → 2 Dec 2015 https://www.business.unsw.edu.au/Campaigns-Site/anzmac/Documents/2015-ANZMAC-Conference-Proceedings.pdf |
Conference
| Conference | 2015 ANZMAC Conference |
|---|---|
| Country/Territory | Australia |
| City | Sydney |
| Period | 30/11/15 → 2/12/15 |
| Internet address |