University of Twente Student Theses
Beyond the Odds : The Celebrity Factor and Warning Messages in Gambling Advertisements
Botter, Marnix (2023) Beyond the Odds : The Celebrity Factor and Warning Messages in Gambling Advertisements.
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| Abstract: | This study aimed to examine the effect of a warning message and the presence and congruence of a celebrity in a gambling advertisement on consumers' brand attitude, purchase intention, and responsible gambling behaviour. Using a 3x2 experimental research design, the main research question addressed the extent to which the presence and congruence of celebrities in gambling advertisements, along with the addition of warning messages, affected these variables. To be able to measure this, a questionnaire was created. In total, 192 individuals participated in the study. These participants were randomly assigned to one of the six different sports gambling advertisements and were asked to fill in questions after viewing it. The results of the experiment revealed mainly insignificant effects. However, the study contributes to the existing research on the impact of celebrities and warning messages in gambling advertisements. Although this research did not find direct effects, the marginal means suggest that further investigation may uncover an effect. Specifically, the results of the presence of a celebrity on the brand attitude presented a marginally significant effect, suggesting a possible effect. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/96749 |
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