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Communication Dans Un Congrès Année : 2023

From Exposure to Gambling Behavior: Problem Gamblers are more Impacted by Advertising Campaigns

Résumé

Context : Advertising campaigns promoting gambling are ubiquitous in the public space and in the media. Studies indicate that problem gamblers (PG) are more influenced by these messages, so they recall, incite and trigger more gambling behavior. However, these studies focus on specific populations (youth, or PG). The purpose of this study is to understand how gambling advertising and prevention campaigns impact (from exposure to behavior) individuals depending on the severity of gambling. Method : An online questionnaire was relayed by gambling operators, and through social networks. It assessed gambling severity (CPGI), recall of gambling advertisement, to what extent they felt incited and self-reported gambling behavior, as well as socio-demographic variables. Among the respondents to the questionnaire, volonteers took part in a virtual reality experiment (RV), reproducing an urban public space, including incidental exposure to advertising and preventing campaigns. The degree to which participants were exposed to the posters was measured by eye-tracking. Results : The questionnaire was completed by 2089 participants. Two percent were PGand 4% were moderate risk, and 36 participated in the VR experiment. Results from the questionnaire suggest that PG remember more about the campaigns (p<0.05), are more likely to gamble (p<0.001), and to engage in gambling behavior (p<0.001). Results from the VR experiment suggest similar behavior among gamblers and non-gamblers, as well as better immediate recall of advertising campaigns (p=0.01) but not of preventive campaigns (p=0.8). Discussion : These results demonstrate the impact of advertising campaigns according to the severity of gambling, showing (i) a similar behavior (VR) during exposure, but (ii) leading to a better recall of these campaigns, which can be related to an easier encoding of this type of message in memory. Long-term recall, measures of incentive and behavior also demonstrate the inductive role that advertising campaigns have. These results emphasize the importance of developing ecological experimental protocols and understanding the impact of advertising and preventive campaigns on gamblers more globally.

Domaines

Psychologie
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Dates et versions

hal-04392958 , version 1 (14-01-2024)

Identifiants

  • HAL Id : hal-04392958 , version 1

Citer

Samantha Tessier, Lucia Romo, Oulmann Zerhouni. From Exposure to Gambling Behavior: Problem Gamblers are more Impacted by Advertising Campaigns. ICBA 2023, ICBA, Aug 2023, SEOUL, South Korea. ⟨hal-04392958⟩
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