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They are working every angle. A qualitative study of Australian adults' attitudes towards, and interactions with, gambling industry marketing strategies

Thomas, Samantha L., Lewis, Sophie, McLeod, Colin and Haycock, John 2012, They are working every angle. A qualitative study of Australian adults' attitudes towards, and interactions with, gambling industry marketing strategies, International gambling studies, vol. 12, no. 1, pp. 111-127, doi: 10.1080/14459795.2011.639381.

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Title They are working every angle. A qualitative study of Australian adults' attitudes towards, and interactions with, gambling industry marketing strategies
Author(s) Thomas, Samantha L.
Lewis, Sophie
McLeod, Colin
Haycock, John
Journal name International gambling studies
Volume number 12
Issue number 1
Start page 111
End page 127
Total pages 17
Publisher Taylor & Francis
Place of publication London, Eng.
Publication date 2012
ISSN 1445-9795
1479-4276
Keyword(s) gambling
gambling industry
marketing
advertising
risk perception
Summary As gambling products have diversified so too have the ways in which the gambling industry has been able to target, reach and engage different sectors of the community. Limited research has explored the ways in which individuals conceptualize and respond to gambling marketing strategies. Semi-structured, qualitative interviews were conducted with 100 adults in Victoria, Australia, who had gambled at least once during the previous year. Participants described the multi-layered ways in which gambling was marketed and were concerned about the role of marketing in ‘normalizing’ gambling for some groups. Male participants felt ‘bombarded’ and ‘targeted’ by sports bet marketing. Most women and older men actively resisted gambling marketing strategies. Older women, younger men, moderate and high risk gamblers and those from low socio-economic backgrounds were particularly influenced by incentivization to gambling. This study highlights the complex ways in which different individuals interpret and respond to gambling industry marketing strategies.
Language eng
DOI 10.1080/14459795.2011.639381
Field of Research 119999 Medical and Health Sciences not elsewhere classified
Socio Economic Objective 929999 Health not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2012, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30079610

Document type: Journal Article
Collection: School of Health and Social Development
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