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首页> 外文期刊>Journal of Business Research >Resist or comply: Promoting responsible gambling among youth
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Resist or comply: Promoting responsible gambling among youth

机译：抵制或遵守：在青少年中倡导负责任的赌博

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摘要

Persuasion models that are currently used in prevention campaigns to fight gambling addiction largely ignore two facts. First, prevention campaign objectives compete with those of gambling corporations and, second, commercial advertising budgets are much larger than those of prevention. We propose a theoretical model that takes into account these two facts. Our goal is to propose another way of conceptualizing prevention in terms of resistance to gambling advertising appeals rather than persuasion. This model is based on the inoculation theory. It explains why and under which conditions message-induced resistance to gambling ads may be more efficient than an awareness-raising message on gambling-related risks.
机译：目前在预防运动中用来对抗赌博成瘾的说服模型在很大程度上忽略了两个事实。首先，预防运动的目标与赌博公司的目标竞争，其次，商业广告预算比预防的目标大得多。我们提出了一个考虑这两个事实的理论模型。我们的目标是从抵制赌博广告的吸引力而非说服力方面提出另一种将预防概念化的方法。该模型基于接种理论。它解释了为什么以及在什么情况下，信息引起的对赌博广告的抵制可能比针对赌博相关风险的提高意识的信息更有效。

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