Effects of Gambling Advertisements

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Stewart, Melissa
Yi, Sunghwan
Ellery, Michael
Stewart, Sherry
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Outcome expectancies are defined as how an individual decides to behave or act due to what they expect the result of that behavior will be. Little research has investigated the role of outcome expectancies in gambling. To increase our understanding of the influence of both implicit and explicit outcome expectancies in gambling, this study investigated the role of exposure to gambling cues on the activation of implicit and explicit gambling outcome expectancies using both reaction time and self-report measures. This study found that that brief exposure (i.e., 30 seconds) to gambling advertisements while simultaneously engaged in another cognitive task activated implicit but not explicit positive gambling outcome expectancies in regular gamblers' memory networks. On the other hand, gambling advertisement exposure did not activate implicit or explicit negative gambling outcome expectancies. Findings of the current research provide an argument for stricter guidelines placed on the content of gambling advertisements, such as information regarding the potential risks associated with problem gambling. Results also point to the importance of focusing on altering implicit associations as a potential intervention for problem gambling.

Poster was part of 'What We Know' display, held on March 1, 2017 at the Quebec Street Mall in Downtown Guelph. At 'What We Know,' the Community Engaged Scholarship Institute brought together 50 posters featuring diverse research on Guelph and Wellington from community organizations, municipal staff, faculty and students. Topics included feral cats, farmland loss, food waste, the wellbeing of children and more - all specific to Guelph and Wellington.
Gambling, What we know, Guelph, Guelph Wellington, Community engaged scholarship institute