The role of message framing: Valence, involvement, and end-state on persuasiveness of gambling messages

dc.contributor.advisorFinlay, Karen
dc.contributor.authorBester, Kirsten
dc.date.accessioned2020-08-24T15:45:49Z
dc.date.available2020-08-24T15:45:49Z
dc.date.copyright2011
dc.degree.departmentDepartment of Marketing and Consumer Studiesen_US
dc.degree.grantorUniversity of Guelphen_US
dc.degree.nameMaster of Scienceen_US
dc.description.abstractTversky & Kahneman's Prospect Theory (1981) posits that evaluations of decision problems predictably shift preference when a problem is framed in different ways. This research advances understanding about the effects of message framing on gambling behaviour, an area not yet developed theoretically. Effectiveness of gambling messages (warnings, endorsements) was analyzed by a series of ANOVAs defined by factors including: valence (positive, negative), end-state (positive, negative), and gambler subtype (non-problem, problem gambler). Results (n=228) for warning messages revealed a differential effect of message framing; non-problem gamblers were most persuaded (reduced future gambling intentions) by 'non-gain' messages, and problem gamblers by positive end-states messages - these results attributed to differences in the perceived risk associated with gambling. Endorsement messages were most persuasive (increasing gambling intentions) when positively-valenced for both gambler subtypes. Issue involvement (increasing with gambling severity) amplified message framing effects. Implications for public policy messages to moderate problem gambling are discussed.en_US
dc.identifier.urihttps://hdl.handle.net/10214/19980
dc.language.isoen
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectMessage framingen_US
dc.subjectGambling behaviouren_US
dc.subjectValenceen_US
dc.subjectWarningsen_US
dc.subjectEndorsementsen_US
dc.titleThe role of message framing: Valence, involvement, and end-state on persuasiveness of gambling messagesen_US
dc.typeThesisen_US

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