Activation of affective gambling outcome expectancies: an exploratory study

dc.contributor.advisorYi, Sunghwan
dc.contributor.authorEl Gamal, Monica of Marketing and Consumer Studiesen_US of Guelphen_US of Scienceen_US
dc.description.abstractGambling outcome expectancies (OE) are expectations about the outcomes of engaging in gambling. Research on gambling OE is in the nascent stage, and has been assessed with self-report measures only. Based on the conceptualization that gambling OE are representations within associative memory networks, which are automatically activated by situational cues, I assessed gambling OE using response time (RT) measures (Fazio et al., 1995). Specifically, automatic activation of negative (positive) gambling OE is inferred when brief exposure to the gambling concept facilitates responding to negative (positive) affect words. I proposed that RT measures of gambling OE would predict unique variance of gambling behaviour and gambling severity above and beyond self-report measures of gambling OE, and that exposure to a gambling video would facilitate the automatic activation of positive and negative gambling OE. The data provided mixed support for these hypotheses. I addressed contributions and limitations of the research and provided directions for future research on automatic activation of gambling OE.en_US
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectoutcome expectanciesen_US
dc.subjectassociative memory networksen_US
dc.subjectsituational cuesen_US
dc.subjectresponse time measuresen_US
dc.subjectautomatic activationen_US
dc.subjectgambling behaviouren_US
dc.subjectgambling severityen_US
dc.subjectpositive gamblng outcome expectanciesen_US
dc.subjectnegative gambling outcome expectanciesen_US
dc.titleActivation of affective gambling outcome expectancies: an exploratory studyen_US


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