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首页> 外文期刊>Journal of Business Research >Sports bettors' responses to sports-embedded gambling promotions: Implications for compulsive consumption
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Sports bettors' responses to sports-embedded gambling promotions: Implications for compulsive consumption

机译：体育博彩者对嵌入体育博彩促销活动的回应：强迫性消费的含义

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摘要

Commercial arrangements between sport organizations and gambling operators are resulting in extensive promotion of gambling during televised sport. This study aims to explore sports bettors' responses to these promotions, and whether this varies with problem gambling severity. Surveys with 544 Australian sports bettors with varying degrees of problem gambling severity indicate that problem gamblers have highest approval of these promotions. Compared to non-problem and at-risk gamblers, problem gamblers also report most encouragement and influence to gamble from these promotions. Problem gamblers are also more influenced to sports bet by contextual factors, particularly certain bet types and promotional appeals. Three theories are discussed to explain these results product involvement, cue induced craving and classical conditioning. Given the rapid growth of sports betting, increasing sports betting problems, and inability to avoid gambling advertising while watching televised sport, further research is critical to understand how sports-embedded gambling promotions impact on gambling consumption and problem gambling. Research is also important to inform policy, given that sports-embedded advertising is a controversial practice prompting recent changes to broadcasting codes of practice. This exploratory study provides some foundations and future directions to inform this research effort. (C) 2015 Elsevier Inc. All rights reserved.
机译：体育组织与赌博经营者之间的商业安排导致电视体育运动中赌博的广泛推广。本研究旨在探讨体育博彩者对这些促销活动的反应，以及这是否因问题赌博的严重性而有所不同。对544名澳大利亚体育博彩者进行了不同程度的问题赌博严重程度的调查，结果表明问题赌徒对这些促销活动的认可度最高。与没有问题和处于危险中的赌徒相比，有问题的赌徒还报告说，从这些促销活动中赌博的最大鼓励和影响。问题赌徒还受上下文因素（尤其是某些赌注类型和促销吸引力）对体育赌注的影响更大。讨论了三种理论来解释这些结果：产品参与，提示诱发的渴望和经典条件。鉴于体育博彩的快速增长，日益增加的体育博彩问题，以及在观看电视转播的体育节目时无法避免赌博广告，因此进一步的研究对于了解体育嵌入式赌博促销对赌博消费和问题赌博的影响至关重要。鉴于体育嵌入式广告是一种引起争议的做法，促使广播业行为守则的最新变化，因此研究对制定政策也很重要。这项探索性研究为该研究工作提供了一些基础和未来的方向。 （C）2015 Elsevier Inc.保留所有权利。

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